As global ecommerce spending continues to boom year-on-year, a growing number of UK advertisers are moving away from third-party affiliate marketing platforms in favor of building their own resources in-house and taking direct control of their online performance marketing.

Paul Wright, Managing Director, Europe of CAKE shares his thoughts with Momentology on how marketers can gain a complete multichannel picture of the consumer journey and builds a case for both approaches and looks at whether there’s a third way forward. Read the full article on Momentology.