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Gráinne Loughran looks at the evolution of performance marketing, and what it means for your business

3rd July, 2016
6
Nina Gallagher Ireland leader at Accenture Interactive

The world of performance marketing has undergone massive changes in recent years. From the first occurrence of a pay-per-click ad in 1996 to the launch of Google Analytics in 2005, the ongoing improvements in technology and data analysis have altered the landscape of digital marketing to the point where it equals traditional advertising in terms of spend — and will soon surpass it. But how is this new link between marketing and technology affecting the consumer experience?

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