How Has Performance Marketing Changed Over the Years?

In the early days, I think those that didn't like the message who were very particularly from digital marketing side of the divide, they kind of criticized it as being old world thinking. That has definitely changed. We've had some very high profile case studies, Airbnb being the one that perhaps was most famous. But there's been loads and there are loads of them now in the IPA data bank of brands that saw the light. They'd gone heavily down the performance marketing route. Growth dried up. The model became unsustainable. And so we're getting a lot less of that early criticism that just said, this is kind of last millennium thinking. People increasingly accept that there is a need to build