Charlie Swift, general manager, Adstra Services

The term performance marketing is hardly new, however, in the 2020s, the tactics and tools marketers use to achieve performance have evolved considerably, necessitating an update to how the industry understands the practice. 

This practice is about getting the most out of marketing spend by doing more with each dollar, rather than restricting how much is spent — performance marketing needs some nuance.

Analyzing the seven stages of development reveals where many people practicing performance marketing typically stop and how they can move far beyond and become marketing masters.

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Lance Brothers, Chief Revenue Officer, Adstra

In an increasingly fragmented ecosystem, brands face challenges navigating signal loss, privacy regulations and complex customer journeys with traditional identity solutions.

As digital transformation continues to reshape all business aspects, brands demand robust and adaptable data solutions — including an identity solution that is as flexible as it is comprehensive. Composability is emerging as the key to unlocking the next generation of data management.

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