In the intricate landscape of marketing, the concept of human-centricity has often been overshadowed by the traditional B2B-B2C tactics, failing to recognize the fundamental truth that all interactions, at their core, are inherently human. Although the conversation revolving around putting the human touch back into an AI-driven, ROI-driven world is hardly new, it’s more relevant than ever.  Sadie Thoma, the Director of Americas Ads Marketing at Google was quite clear at the ANA/AEF Future of Marketing Leaders Conference this past February, “You’re the marketer and AI is just the enabler.  We need humans to build deep customer relationships and trust is the new currency.”

The call for increased transparency in media is not a new one. It’s a phrase we’ve all heard before, and while it garners widespread support on the surface, it’s often not fully understood or practiced.

Performance Marketing is dynamic and has seen growing importance over the past decade. As marketing budgets tighten, marketers are seeking innovative strategies and tactics where they can demonstrate their effectiveness in driving increased actions across key measures. With more consumer data signals available, user privacy has taken center stage in the evolving digital landscape and performance marketing strategies must evolve to stay relevant, effective – and of course, safe. The following provides two POVs addressing these changes.

There is a new method of getting the proverbial message to the right person at the right time. Google, Bing, Facebook, and others have shifted their ad-serving logic to incorporate AI into their decision-making processes for which ad is best served to an individual. This new functionality means a reformation of best practice strategies is in order. And these new practices are starkly in contrast to long-standing successful tactics. So, some relearning is in order to kickstart your campaigns for growth and ROI.