Hi there!

A big start to POSSIBLE.

Performance marketing’s old playbook is under pressure — and Day 1 made that impossible to ignore. Here are the sessions everyone’s still talking about — and the shifts you can’t afford to miss.

🧠 Day 1 Download

📈 Possibilities Beyond Goo‌gle: Unlocking Growth

If Day 1 had one message for performance marketers, it was this: sticking to what’s familiar could soon become the riskiest strategy of all.

In a standout session, Jeff Alderman (AdMedia) and Mitch Cross (Macy’s) called out a growing pain point: search CPCs are soaring, audiences are fragmenting, and brands relying too heavily on Google are watching returns shrink. Today, 68.5% of product searches now start outside Google — across retail media, social platforms, and emerging discovery ecosystems.

A live poll in the session asked attendees: Which non-Google channels feel the most promising for growth?

🔵 TikTok dominated the results — a clear signal that top-of-funnel discovery platforms are not just gaining momentum, but becoming commerce engines in their own right.

But moving budget into new channels is easier said than done. When the speakers polled the audience again — What’s the biggest barrier to diversifying your media mix? — the top answer was clear: lack of reliable measurement and attribution.

That’s the real bottleneck. Without clear, channel-agnostic insights, proving the full value of emerging platforms — and justifying bigger bets — becomes almost impossible.

That’s exactly where Fospha comes in.

Fospha is helping marketers make sense of this fragmented journey. Its attribution solution gives brands visibility into how upper-funnel activity — like TikTok or Snapchat engagement — influences downstream purchases, even on third-party marketplaces like Amazon. Their latest product, Halo, is already proving essential for teams looking to understand full-funnel ROAS and defend investments in brand and social.

When customers don’t follow linear paths, brands need measurement that does. Otherwise, every campaign is a guess — and every budget shift feels like a risk.

👉 Planning your 2025 media mix? Book a meeting with ClickZ here and let's talk smarter growth.

🎤 Gary Vee on the Future of Social Commerce

In true Gary Vee fashion, the message was clear: brands are running out of excuses — it's time to earn attention organically or risk irrelevance.

Instead, Gary urged marketers to treat social content as a magnet, not a megaphone — building relevance, earning organic reach, and then amplifying winners.

He also sounded the alarm on media waste: buying CPMs that “aren't worth the pixels they're printed on” and clinging to outdated models.

If your creative doesn’t get organic views, he said bluntly, it's dead on arrival. No amount of paid media will save it.

One last warning? Brands still dragging their feet on building serious social-first creative engines are “getting outflanked five-to-one by startups that didn’t exist a year ago.”

⚡ Revolutionizing the Campaign Lifecycle: Innovations that Drive Efficiency

Oz Etzioni (Clinch) and Maeve Reddicliffe (The Trade Desk) made one thing brutally clear: if your media, creative, and audience aren’t working together, you’re not optimizing — you’re just burning budget.

Most brands think they're omnichannel. Most brands are wrong. Siloed channels = wasted potential.

The real unlock?

Unify media, creative, and audience signals in real time. Share the data. Automate the workflow end-to-end — or expect new bottlenecks to keep popping up faster than you can fix them.

👉 Bonus punchline:

Every dollar you spend on media should be treated as a research investment, not just a delivery fee. If you’re not learning and optimizing mid-flight, you're scaling your mistakes.

That’s exactly where Fospha comes in.

Their full-funnel measurement solution shows brands which channels are actually driving revenue, and how to reinvest ad spend for real profit.

One last heads-up? Automation only works if it touches everything. 

👀 What Others Are Saying

A few LinkedIn posts capturing takeaways from yesterday’s biggest sessions.

Meanwhile, we roamed the halls to get some fast opinions — here are five hot takes from leaders on the ground.

🌟 What's Coming Up Today at POSSIBLE

Day 2 promises another packed schedule of marketing innovation, creative strategy and data-fuelled growth.

Themes taking centre stage today include:
🔹 Retail media’s expanding influence
🔹 AI in content creation and campaign execution
🔹 Creative storytelling in a multi-channel world
🔹 The growing impact of Gen Z on marketing strategies

Here are a few standout sessions to keep an eye on:

🔗 Got ideas to share or plans to refine? Book a meeting with the ClickZ team and let’s talk what’s next.

Thanks for reading today’s issue — we’ll be back tomorrow with more fresh insights, key takeaways, and behind-the-scenes moments from the POSSIBLE floor.

The Unofficially POSSIBLE Team

Independently Created. Not affiliated with POSSIBLE.

ClickZ is a ClickZ Media publication in the Events division