This document discusses performance marketing in a constantly connected world. It notes that consumers' behavior is changing as they are constantly connected across multiple devices. It highlights some key stats about smartphone and device penetration. It also discusses how the amount of digital data created has grown exponentially in recent years. The document advocates that marketers need to reach customers across all screens, be always open to reach customers at all times, and use signals to engage audiences. It provides examples of how to implement these strategies and the benefits they can provide. Finally, it discusses the importance of attribute and measurement to gain a unified view of customers and measure cross-channel effects.