How to achieve long term effectiveness from in-housing
MAY 14, 2020
Short term metrics, short term benefits. Business – and indeed marketing – has been placing an ever-increasing emphasis on short-term performance over time. This trend is nowhere more acute than in the emphasis on digital media KPI’s – the acceptance of proxy metrics that substitute for quality and long-term outcomes – such as impressions, clicks, and views. What payment terms have we achieved for our new DSP contract? Long-term partnerships win.