WARC's 68.8% Flip Explains r/advertising's Anti-Performance Complaint
A viral r/advertising thread on May 10, 2026 argued that performance marketing and A/B testing killed the craft of advertising. The diagnosis is half right. WARC data shows global marketers flipped the historical 60/40 brand-to-performance ratio to 31.2/68.8 in 2024, down from 40.1/