As Jessica Hawthorne-Castro highlights in this must-read article for MarTech, performance marketing is being reshaped by rising pressure to prove value beyond ROAS alone. In today’s environment, focusing only on platform efficiency can miss the bigger picture—incremental growth, customer quality, and long-term impact.
If you’re rethinking how to measure marketing effectiveness in 2026, read more here: https://martech.org/why-performance-marketing-needs-more-than-roas/.
