Why We Care About Performance Marketing
Performance marketing refers to a variety of online advertising programs where parties are paid when a specific action is completed. It’s often associated with pay-per-click (PPC) models on search engines (where advertisers pay for clicks versus impressions). However, it isn’t limited to that, encompassing any marketing approach that’s tied to a specific action.
In addition to the traditional affiliate relationships with publishers, performance marketing opportunities now include influencers on social media, e-commerce-focused web destinations and creators all across the digital landscape. Tech platforms help broker these relationships by setting and measuring specific goals and compensation that help deliver results from the third-party publisher, creator or influencer back to the brand.
