The 2024 performance marketing landscape is no longer about channels—it’s about outcomes.
In an oversaturated ad ecosystem, UA teams are shifting focus from vanity metrics to profitability. Cost-per-click is dead weight unless it leads to LTV-positive users.
What’s driving the change?
🧠 AI-powered targeting is commoditized. Advantage goes to those with better data and funnel control.
📈 Creative is the new targeting. Winning ads are data-informed, iterated fast, and localized.
📊 Post-IDFA, attribution isn’t solved—it’s redefined. MMM, incrementality, and predictive LTV matter more than ever.
🤝 Partners are scrutinized. Networks and DSPs must prove real performance, not just traffic.
The winners in 2024 UA are ruthless about efficiency, control their full funnel, and know how to combine brand + performance in one narrative.
Welcome to the era of accountable growth.