Jun 16, 2026 · 28 min · 11 segments
Yoray Halevy joins Tye DeGrange to dig into why brands can't rely on Vogue-style coverage to build credibility — and what they should be doing instead. Yoray shares how his company creates authentic…
Yoray HalevyGuest
Ty DeGrangeHost
I think our last guest was really into it in our measurement conversations I have with the PMA.
When you think about going beyond last click, what are some of the things you look at? And how do you think about improving the view of attribution for people?
Yeah, I think attribution is an ever evolving problem in the media buying space.
I think that there is a variety of different companies that use different tools that fit their needs to a T.
And especially when it comes to last touch, I think it's a bit of an ancient way of looking at how to properly media buy, especially in today's world where customers like to either jump into LLMs and ask for verification from authoritative opinions, looking at social proofing, such as an understanding product reviews and what that means.
And looking at just that in a singular way is just not a proper function of how to market, in my opinion, because you're completely skipping the discovery portion.
How did your product get discovered? And if it's a repeat buyer, then it might be more appropriate to look at last touch because you've already made the impression.
But when you're trying to discover net new customers, a lot of the time it's about what hooks them in or what draws their attention.
Is it a review that they saw elsewhere that drew them somewhere else? Are you showcasing a need for a customer that they had, but they probably weren't pursuing and they just weren't aware of? And looking at Last Touch is...
very singular way of measuring whether someone converted because you don't know whether they took one step beforehand or they took 10 steps to actually find out about the brand.
And with Stack Commerce and with brands running on, let's say, multiple or singular content sites within your network, and let's say campaigns run, what are some of the things that you could look at that maybe if there wasn't as many conversions as let's say they had last click and let's say they ran a campaign.
Is there some methodologies you look at to educate brands around where things fell off or how to shine light into things that they might be aware of that are valuable that maybe they're not seeing in the dashboard?
Especially with the way that we operate our content funnels, we're educating the consumer throughout the process.
And it's important to not just look at the down funnel data, such as, you know, solely CAC, ROAS, whatever it might be, and also looking at the entire journey, right? Our click-through rate on our ads are doing well, whether our view rate is longer than three or four seconds on videos, which is nowadays what you need to capture attention.
And taking that one step further, our bread and butter is our content and our authenticity in our content.
So looking at reader engagement in the content, looking at heat mapping, understanding time on page, the location where people are clicking or not clicking, whether or not they're scrolling through multiple pictures in our content, or they're just clicking on the first carousel image that they see.
I think our last guest was really into it in our measurement conversations I have with the PMA.
When you think about going beyond last click, what are some of the things you look at? And how do you think about improving the view of attribution for people?
Yeah, I think attribution is an ever evolving problem in the media buying space.
I think that there is a variety of different companies that use different tools that fit their needs to a T.
And especially when it comes to last touch, I think it's a bit of an ancient way of looking at how to properly media buy, especially in today's world where customers like to either jump into LLMs and ask for verification from authoritative opinions, looking at social proofing, such as an understanding product reviews and what that means.
And looking at just that in a singular way is just not a proper function of how to market, in my opinion, because you're completely skipping the discovery portion.
How did your product get discovered? And if it's a repeat buyer, then it might be more appropriate to look at last touch because you've already made the impression.
But when you're trying to discover net new customers, a lot of the time it's about what hooks them in or what draws their attention.
Is it a review that they saw elsewhere that drew them somewhere else? Are you showcasing a need for a customer that they had, but they probably weren't pursuing and they just weren't aware of? And looking at Last Touch is...
very singular way of measuring whether someone converted because you don't know whether they took one step beforehand or they took 10 steps to actually find out about the brand.
And with Stack Commerce and with brands running on, let's say, multiple or singular content sites within your network, and let's say campaigns run, what are some of the things that you could look at that maybe if there wasn't as many conversions as let's say they had last click and let's say they ran a campaign.
Is there some methodologies you look at to educate brands around where things fell off or how to shine light into things that they might be aware of that are valuable that maybe they're not seeing in the dashboard?
Especially with the way that we operate our content funnels, we're educating the consumer throughout the process.
And it's important to not just look at the down funnel data, such as, you know, solely CAC, ROAS, whatever it might be, and also looking at the entire journey, right? Our click-through rate on our ads are doing well, whether our view rate is longer than three or four seconds on videos, which is nowadays what you need to capture attention.
And taking that one step further, our bread and butter is our content and our authenticity in our content.
So looking at reader engagement in the content, looking at heat mapping, understanding time on page, the location where people are clicking or not clicking, whether or not they're scrolling through multiple pictures in our content, or they're just clicking on the first carousel image that they see.
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