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Tash Insights presents a keynote from Joel Williams, co-founder of Transact Media Group (TMG), on the future of performance marketing and why the industry is shifting from clicks and impressions to real, verified business outcomes.

Joel shares the story behind building TMG, from bootstrapping early partnerships to creating a global performance ecosystem powered by transactional data. At a time when marketing budgets are under intense scrutiny, he argues that the only metric that truly matters is the transaction itself.

TMG’s model focuses on guaranteed CPA outcomes, using billions of real purchase signals from partners like Mastercard to connect media exposure directly to real-world spending.

This talk breaks down how brands can move beyond vanity metrics and build marketing strategies grounded in measurable results.

You’ll hear:

• Why clicks and impressions are no longer enough for modern marketing
• How transactional data is changing audience targeting and attribution
• The rise of outcome-based media buying and guaranteed CPA models
• Why brands are demanding accountability across the full marketing funnel
• How performance marketing is evolving across programmatic, social, commerce and audio

It’s a sharp, practical look at where performance marketing is heading next.

Why marketing must move from clicks to real transactions | TMG Keynote with Joel Williams