The Paid Social Marketer | Meta Updates System for Brand Rights Protection

The Paid Social Marketer

Here's what's happening this week in the world of paid social:
- Meta expands Brand Rights Protection
- YouTube’s creator ad scale lags; TikTok captures budgets
- Why Agencies Are Replacing PPC With Predictable SEO

📊 Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

BRAND SAFETY & POLICY
Meta Updates System for Brand Rights Protection

Meta expanded Brand Rights Protection with broader scam-ad reporting and a streamlined UI, making it easier for brands to flag misuse even when logos aren’t directly copied. The change should accelerate takedowns and reduce fraud leakage across Facebook and Instagram. Advertisers, brand owners, and agency ops teams will see faster workflows and stronger brand safety controls.

CREATOR MEDIA & BUDGETS
YouTube’s Slow Creator Ad Scaling Frustrates Marketers, Boosts TikTok
Marketers report YouTube’s cautious approach to scaling creator-led ad products is constraining spend velocity, nudging incremental budgets toward TikTok’s more turnkey creator formats. The shift could alter Q4 mix and raise pressure on YouTube to unlock scalable creator inventory. Performance teams managing creator-driven prospecting are most affected.

AGENCY MARKETING
Why Agencies Are Replacing PPC With Predictable SEO

Market Brew makes the case for shifting PPC budgets into performance-based SEO, arguing that attribution modeling now makes organic impact measurable and predictable. Its AdShift tool forecasts PPC replacement value, enabling agencies to charge for results instead of hours while delivering lower-cost, higher-ROAS traffic.

⚡QUICK READS

Meta Revamps Brand Rights Protection UI: Meta rolled out a cleaner Brand Rights Protection interface across platforms (including Canada), improving reporting speed and enforcement visibility ahead of peak season. (More)

Meta and Alphabet beat forecasts on AI-fueled ad gains, while Reddit’s $500M quarter marked a 78% rebound. Snap and Pinterest lagged on platform missteps and tariff-driven ad pullbacks. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division