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In this issue: Escaping the bottom of funnel trap with some help from Clicks + Deterministic Views. 📺

This week 

FYI: we're adjusting the ranges on this data - we're gonna do Sunday to Sunday from now on, to maintain consistency even if we have holidays during the week. 

The data clearly demonstrates the concept of Q5, in case you thought this wasn't real. CPMs and CACs tank while ROAS skyrockets, the ideal scenario for cheap new customer acquisition.

But we can tell advertisers aren't taking advantage: wallet share drifted away from everything but Meta in the same time period. I wouldn't call this an intentional shift - it's just the end of the holidays, and most advertisers are turning off their spend, and the emerging platforms with smaller shares get their spend cut first. 

As we settle into the new year, we'll see budget shares creep back up for Axon, TikTok, YouTube, etc. Now, on to the good stuff.

How does one scale top of funnel?

This was the question faced by Mac Duggal, one of the most recognized names in women's luxury apparel and evening wear. So our very own Patrick Lew sat down with Mac Duggal and their growth partner Prospect Knight to learn how this million-dollar question with Northbeam's Clicks + Deterministic Views model. Read the full story here. 

🚀 ICYMI: Northbeam Incrementality is here. Sign up now to join the future of incrementality. 

💥 WEBINAR: Want to learn more about how Mac Duggal was able to scale TOF with C+DV? Join this one-of-a-kind roundtable later this month. 

🚨 JOB: Manager, Growth Marketing / Reef / Hybrid: Premium beach lift footwear brand seeks premium Northbeam-empowered growth marketer. We love these folks and you'll love working with them. 

🚨 JOB: Head of Growth / Javvy Coffee / Remote: join the best marketers in the game, $5m budget, and freedom to make infinite scale happen. This is one of the most exciting roles we've seen in a while. 

🚨 JOB: Senior Customer Success Manager / Northbeam / LA: come work with us in supporting the smartest advertising teams on earth. 

👉 Download our definitive report on Black Friday Cyber Monday. Everything you need to know for your quarterly reporting. 

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