Why performance marketing means nothing without consumer trust

Lucy Markowitz, svp, gm U.S. marketplace, Vistar Media

Performance marketing was long considered a silver bullet to optimize ad campaign performance. It promised growth, visibility and scale. But after years of chasing clicks and conversions, cracks in this approach are starting to show.

Performance marketing success has become diluted and lost its grounding in business outcomes. At the same time, consumers have become harder to reach as they take non-linear paths to purchase. Attention spans are shrinking, and trust — the driving force behind long-term brand affinity — is wearing thin.

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