Diana Safaryan
Senior associate and feed specialist, Merkle
No
Many businesses find it difficult to focus on the long-term value of branding when there are short-term KPIs that need to be met, and rightly so. As performance marketing becomes more data-driven, advertisers can reach their ‘in-market’ audiences in a more sophisticated and efficient way. However, with industry changes on user privacy,
it’s now more important than ever that marketers take a step back and ensure that upper-funnel activity is not overlooked.
Targeting broader audiences, establishing soft goals, implementing multi-touch attribution and utilising automated bidding can ensure that advertisers continu
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