It’s been a challenging and exciting year for performance marketers. Despite shifting privacy and macroeconomic headwinds, performance advertisers have an immense opportunity.
Meta is already seeing brands evolve and rebuild their attribution models to fully embrace the third era of ads where privacy and performance can coexist. Third-party cookies—long the mainstay of performance advertising—are becoming less effective. And advertisers across platforms are seeing lower performance and higher CPMs. 2022 has certainly seen a few clouds, but for each one, there’s a silver lining.
At Meta, we’ve identified the five most impactful strategies to help drive performance in privacy-preserving ways and enable access to new audiences through creators and creative. We call these strategies the Performance 5.
The Performance 5 can allow you to take back control. Yes, there are things that are simply out of the hands of marketers: supply chain, inflation, the great resignation, a looming recession, etc. While these trends affect the way brands do business, right now it’s important to control what you can by creating a strong and adaptable foundation for marketing.
