Imagine you’re the parent of a 9th grader—you’re at that point in the parenting process where you’ve allowed your child a certain amount of autonomy and more often than not, your inquisition into their performance at school takes the form of “how are you doing in your algebra class?” To which they respond, “I am at the top of my class!”

But low and behold at the end of the semester you come to find out that yes, your 9th grader was indeed at the top of their class—but with a grade of  “C”, everyone else in their class received either “D’s” or “F”’s.”

Not cool.

You see, the above analogy represents a big problem in the current state of performance marketing. Potential is largely ignored in conversations evaluating the effectiveness of performance marketing campaigns. Potential, to be sure, is difficult to estimate let alone quantify; however—predictably this is where CAKE enters the picture.

CAKE—as technology, provides the platform for relationships. Take the relationship between a brand and a publisher for example. The potential of a brand-publisher relationship can be significant in scope and frankly, in dollars. But in order for both parties to take full advantage of that potential and the fruit such a relationship bears—that relationship, like any relationship must be direct, efficient and facilitated in such a manner as to ensure each party is able to leverage their respective advantages.

When evaluating existing brand-publisher relationships it’s all too easy for either party to exclaim that they are “at the top of their class!” However rarely is it the case that such sentiment is rooted in reality, especially when factoring for potential.

CAKE’s architecture is built around unearthing potential. Each tool, every functionality—all aspects of our technology, exist to provide the most potential possible to our clients. The only question is whether or not you want to simply be better than those around you—or be the best.

As performance marketers, CAKE gets you—now its time for you to get CAKE.