Performance Advertising in Programmatic

Most people think performance advertising means I only pay when something happens, a click, a lead, a sale, um, a form field, uh, whatever you name it.

But that's actually a pricing model.

Performance advertising is really about optimizing media towards measurable, a measurable business outcome.

So the outcome is the goal, not the impression, not the click, the business result.

So what does it look like today for a trader? For a trader today, that means the conversation changes.

Instead of asking, "What audience should I target?" you're asking, "What action am I trying to drive?" A purchase, a form fill, a quote request, a scheduled tour, a download here and there.

Because once you've desi-- defined the outcome, your optimization strategy changes completely.

The performance campaign today aren't built around finding an audience.

They're built around finding the pattern that leads to the conversion.

The audience become a signal.

The outcome becomes a strategy.

That's a very different, uh, way to think about programmatic.