Social ad spend is growing but over half of it still goes to waste. In this first episode of The Media Lift Effect, a special SocialMinds × Brave Talk collaboration, host Eve Young is joined by Gareth Harrison (SocialChain) and Mark Byrne (Brave Bison) to unpack why performance is falling short — and what needs to change.

They explore the new realities of rising CPMs, fractured attention, and misleading last-click attribution. And introduce a smarter model built for how people move through social: aligning creative, media, and measurement to reduce waste and lift performance.

From creator content to dwell time, organic signals to data-driven attribution — this is your reset on what effective social performance really looks like.

🔗 Download the full whitepaper: https://www.socialchain.com/social-minds/insights/the-media-lift-effect/%E2%86%97