Performance Marketing contributor Anthony Capano is the managing director of North America at Rakuten Advertising, where he leads commercial strategy.
Affiliate marketing provides contextually relevant, hyper-targeted and engaging ad experiences without the need for a cookieless workaround.
Attribution and branding strategies are merging, giving publishers greater control.
The goals of advertisers and publishers have changed, and this category needs to keep up.
Authenticity is the key to marketers responding to consumers’ new expectations.