As performance marketing grows increasingly complex, I've become convinced that the overriding rule for success is: Keep it simple, stupid. The growth of digital media, as well as the dramatic expansion of linear TV channels and OTT have profoundly expanded the scale of the performance marketing universe. They've also greatly challenged our ability to empirically measure performance. A unique phone number just won't get the job done when 80, 90 or 100% of all response now comes over the internet.
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