Performance marketing under pressure to evolve

Performance marketing is under pressure as rising ad costs, margin compression, and platform commoditization force a rethink of creative strategy, media mix, and success metrics beyond simple ROAS.

Who it affects: marketers, media buyers, e-commerce brands, agencies

Notable: Push-to-build technology is connecting digital asset management to ad platforms, reducing launch time from hours to seconds. Creative production is becoming data-driven, analyzing zero-revenue rate, ad concentration, ROAS degradation, and evergreen share to determine asset volume and type allocation. GLP-1 drugs are reshaping discretionary spending patterns. Catalogs are making a comeback alongside digital gift guides. Inflation is expected above 3% for the next decade.

Mentions across sources: 27