Less than a third of marketers and agencies are requiring performance guarantees for the branded-content campaigns they purchase from publishers, even as the tactic becomes an increasingly significant part of marketers’ strategies.

Of the client and agency marketing executives surveyed at the Digiday Content Marketing Summit in August earlier this year, just 31 percent said they currently ask for campaign performance guarantees from publishers. Such guarantees can be used to ensure campaigns deliver on a range of requirements, such as content views, click-throughs, time spent on page or email signups.

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