For CMOs seeking ways to guarantee ROI without sacrificing brand affinity or customer value, affiliate marketing is a channel worth considering. It helps them achieve their ROI goals by utilizing publishers to conduct their marketing efforts via multiple media channels on a pay-for-performance basis.
Ever since retargeting stormed the U.S. online marketing space, using just one retargeting provider was standard practice. But why is this? To be honest, it doesn't really make sense. In Europe, for instance, running with multiple retargeters is standard. Thousands of companies do it, including the biggest and brightest. How can we explain the discrepancy in the U.S.? Let's explore.