Performance marketing is under more pressure than it’s been in a decade — budgets are flat or reduced, expectations are rising,, and AI is raising the bar on what “good” looks like. For years, performance marketing has been built on a familiar playbook. When performance plateaus, add another vendor. When targeting weakens, buy another dataset. When activation becomes difficult, introduce another layer of technology. But as budget constraints tighten and expectations for immediate ROI rise, this constant expansion of the stack is becoming unsustainable. The challenge facing enterprise marketers today is not a shortage of data. It’s an…
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