Affiliate marketers face the unique challenge of identifying and capitalizing on outstanding sources of consumer engagement. In the pay-per-call space, affiliates (also known as “publishers”) generate call traffic using a variety of advertising methods – web-based, offline, carriers, and call …
Performance marketing works best when everyone involved can see the full picture. But in many partnerships, advertisers and performance marketing partners each have visibility into different parts of the customer journey.
Advertisers typically have the clearest view of what happens …
Personalization has been a marketing priority for years: brands have invested in audience segmentation, behavioral data, recommendation engines, and increasingly sophisticated targeting to make experiences more relevant to individual consumers.
The rise of AI is raising the bar.
Consumers are …
In performance marketing, growth is often treated as the ultimate goal: more leads, more calls, more volume.
But anyone who has scaled a campaign, a partner network, or an acquisition channel knows that growth can come at a cost. As …
“Quality” may be one of the most-used words in performance marketing: advertisers ask for higher-quality leads, publishers talk about quality traffic, and networks emphasize quality controls and better routing. Everyone says they want quality.
But ask four different stakeholders to …
In 2026, performance marketing has become remarkably sophisticated.
In today’s pay-per-call ecosystem can target consumers with greater precision, route calls in real time, and optimize campaigns faster than ever before. Advertisers have more visibility into media performance, and partners have …
Performance marketing has always been about outcomes, but the way those outcomes are delivered and measured has changed dramatically: more channels, more regulation, more pressure on every call to convert.
Because of this, performance marketing has become more operational.
Running …
In pay-per-call, compliance is often treated as a checkpoint, something to validate after campaigns are live, traffic is flowing, and performance is being measured.
That approach is backwards.
Compliance shouldn’t be a layer you add at the end: it should …
For years, the insurance shopping journey has followed a relatively familiar path:
The industry has spent decades optimizing every step along that …
Most conversations about AI and marketing focus on discovery.
Consumers are increasingly using AI tools instead of traditional search engines to start their research. Rather than typing queries into Google, they’re asking AI assistants direct questions:
