The last two years have been a significant learning and development period for digital marketers and online publishers. There are now different perceptions about how to engage with customers and a newfound focus on demonstrable ROI. Here's how both sides of the digital marketing partnership can succeed.

So many still struggle with the idea of a higher-priced lead being that much better than a lower-priced lead. Unlike a computer or car, where you can often cut costs and receive an equivalent product, that is a dangerous belief to carry into performance-based online advertising. Cheaper sounds better, but is it better? Or, could something cheaper even if it seems to have the same attributes turn out to cost significantly more?