By Bob Walczak

Performance advertising has generally operated on a binary model. Elicit response, get paid. Whether driving downloads, sales or sign-ups, the focus is on delivering specific actions at the lowest possible cost. Under this definition, the best performance advertising is strictly quantitative. A sale is a sale. A download is a download.

Of course, what has become increasingly clear is that this is not, in fact, the case. All sales aren’t equal. Some will lead to long-term customer relationships; some will lead to returns. In the real world, this dynamic is best illustrated by the frustration retailers have expressed when offering Read full story ›

Source: The Drum