By Kimeko McCoy • May 5, 2026 •
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Talk about a blast from the past. The phrase “brandformance” is becoming popular across the ad industry again as marketers push to once again marry brand and performance marketing.
Call it a performance marketing correction.
It’s not a new phenomenon, per se, as Tim Peterson, executive editor, video and audio at Digiday, and the reporter who wrote this article point out on a recent episode of the Digiday Podcast. But between technological advancements and LLMs pressuring brands to reconsider their digital footprint, brand health has re-sparked marketer interest to justify their budgets.
