Performance marketing is a type of marketing strategy that focuses on driving specific actions or performance metrics, such as sales, clicks, leads, or downloads, rather than just generating brand awareness. It is a data-driven approach that utilizes various digital marketing channels, such as affiliate marketing, pay-per-click (PPC) advertising, and email marketing, to deliver measurable results.

In performance marketing, the advertiser pays the publisher or affiliate only when a specific action or performance metric is achieved. For example, in affiliate marketing, the publisher earns a commission for every sale or lead generated through their promotional efforts.

Performance marketing is highly measurable and allows advertisers to track the effectiveness of their campaigns in real-time. This enables them to optimize their campaigns and allocate their budget to the most effective channels, thus maximizing their return on investment (ROI).

Overall, performance marketing is an effective and efficient way for advertisers to drive specific actions and achieve measurable results, while minimizing their risk and optimizing their marketing spend.