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# DoubleVerify: marketers misread which social platforms drive action
- URL: https://www.medianexis.com/doubleverify-marketers-misread-which-social-platforms-drive-action/
- Published: 2026-11-13T18:00:13.000Z
- Updated: 2026-11-13T18:00:13.000Z
- Description: The Measure’s Jon Lafayette reports that DoubleVerify’s “2026 Global Insights Report” finds 50% of consumers say YouTube is the platform where they’re most likely to act on ads, followed by Facebook at 49%, yet marketers still deploy both mainly for upper-funnel awareness.
- Author: Medianexis Signals Desk
- Tags: Measurement, Jon Lafayette, DoubleVerify: social commerce purchase awareness survey

**Why it matters.** Marketers who keep funding YouTube and Facebook purely for awareness leave lower-funnel budget misallocated, since consumers already treat those platforms as where they buy.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*Jon Lafayette*](https://www.medianexis.com/tag/by-jon-lafayette/) *·* [*read the original*](https://www.themeasure.net/awareness-vs-activity-on-social-media/?ref=medianexis.com)*.*