The requirements for a performance marketing campaign come down to four areas. First is to drive consumer action rather than favoring awareness. The second is the cause and effect between the advertising and consumer action that can be clearly measured. Third is that the campaign can be can optimized in real-time or near real-time based on the measurement and data. The opportunities for advertisers have expanded across a range of different channels such as mobile, social, display, search, and email, to name a few. Because of this, you are able to broaden your opportunities for a higher return. You receive information immediately, which allows you to determine if you need to make adjustments to your campaign to ensure a positive ROI.