Performance marketing gives marketers the ability to directly attribute their activity to performance and prove ROI. It's a win-win strategy that uses pay-for-performance tactics–like affiliate marketing, influencer campaigns, or pay-per-click ads–to track and measure the success or failure of an activity. Would you pay hundreds of dollars for a second-hand car, without taking it for a test drive to see if it drives well first? Of course not. So, handing over a great big wad of cash, without truly knowing what you're paying for, likewise seems mad. But that's what we, marketers, have been doing for years. And we're still