Social media is expected to account for one-fifth of global ad spend in 2024, rivaling TV and other digital investments in a brand’s media mix. However, the siloed social landscape makes it difficult to draw conclusions about campaign effectiveness for media spend optimization.

Today’s consumers are constantly bombarded with advertisements from every direction. A quick Google search reveals that the average person encounters between 4,000 and 10,000 daily ads — as if you needed data to back up your daily reality.