For years, performance marketing had a clear playbook. Track users through third-party cookies, follow them across websites, retarget them with ads, and optimize campaigns based on detailed attribution data.

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For years, digital marketing was built around one goal - getting the click. Whether it was a display ad, a search result, or a social media post, success was measured by how many people clicked and landed on a website.

There was a time when getting attention online was about being present. Today, it is about being impossible to ignore - and even that window is shrinking.

Search is not what it used to be. For years brands focused on getting their websites to show up on search engines, like Google by using the words getting other websites to link to them and making their pages better.

For years, marketers relied on a simple model - the funnel. Awareness at the top, consideration in the middle and conversion at the bottom.