In the age of rising costs, diminishing visibility, and less reliable attribution, paid media marketers must think differently. The article argues that brand advertising long viewed as a “nice-to-have” or separate from performance marketing is now a critical lever for improving paid media outcomes.

In the age of rising costs, diminishing visibility, and less reliable attribution, paid media marketers must think differently. The article argues that brand advertising long viewed as a “nice-to-have” or separate from performance marketing is now a critical lever for improving paid media outcomes.