A study from market research company Forrester found that more marketers are focusing on performance-based marketing. Performance marketing is “the new normal,” according to Forrester. “Performance advertising is a competitive differentiator today; it will be table stakes tomorrow.”

What is performance marketing? “Performance marketing uses clearly defined and measurable business objectives as the basis of payment or optimization,” eMarketer says. “This includes cost-per-action (CPA) models, such as affiliate marketing, and programmatic ads that optimize based on real-time performance metrics.”

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