DoubleVerify: marketers misread which social platforms drive action
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.
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 · Jon Lafayette · read the original.
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