News Summary

• The role of paid media has changed in ways that most campaign budgets haven't caught up with yet.
• Paid media’s primary strategic function now is to generate the early engagement signals that algorithms need before you should invest in distributing your content organically.
• Asking “where should we post?” is no longer the right starting point.
• The more productive question is how this particular audience actually discovers things, and what each system needs to see before it will serve your content to them.