Why eBay opted to reduce its reliance on performance media

Brands need to find a balance between performance marketing and brand building; afters years of focusing on performance media, eBay has renewed the emphasis on brand.

Discussion about the prevalence of short-termism in marketing has returned to the fore with a vengeance in 2019 – not least as a result of Peter Field’s intervention on the crisis in creative effectiveness. Marketers are reconsidering the balance of their...

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