The way we discover, shop, and share has fundamentally shifted. But take a look at many media plans today, and you'd never know it. The uncomfortable truth? Many budgets still reflect the buyer journey of yesteryear. Those journeys now start in one place and often end somewhere else entirely. Attention is fragmented, brands are consistently seeking new customers, and yet marketers are often solely optimizing for the last click, rewarding the final touchpoint while ignoring everything that actually drove the decision.

Hear from Sid Malhotra, Global VP of SMB & Mid-Market at Snap Inc., as he argues that the one of the biggest inefficiencies in social advertising isn't your creative, your targeting, or your tech stack—it’s not paying enough attention to that buyer journey. Where are people making decisions? What’s influencing them? He’ll make the case for why evaluating the critical touchpoints needed to hit your goals is so important, and how to understand where commerce conversations truly take place. Sid will offer a roadmap for marketers to close the gap between attention and investment, ensuring every social dollar drives real business impact.