About this episode

Mark Milutin discusses insights from the 2026 Triple Whale Whaleys, focusing on D2C attribution and the launch of MobyTwo.

Most D2C brands think they know where their customersare coming from.They don't. I just got back from the 2026 Triple Whale Whaleys inLA and the biggest takeaway was this — if you're notusing a single source of truth for attribution, you'remaking budget decisions based on lies. Google is overclaiming. Meta is overclaiming. And thebrand is paying for it. In this episode I'm breaking down everything that cameout of the Whaleys this year, including the officiallaunch of MobyTwo — Triple Whale's next-generation AIanalyst that's changing how we run attribution and makemedia buying decisions across every brand at Bread Loaf. What we cover:— What MobyTwo is and why it's a game changer for agencies and D2C brands— Why Google over-reports attribution and how Triple Whale exposes the real customer journey— How we use Moby to find which platform is actually driving new customer acquisition— Triple Whale's new AI search ranking tool and what it means for LLM visibility— Why cross-platform attribution is the hardest problem in D2C advertising right now— The best conversations and takeaways from the floor If you're running paid media without this kind ofclarity, there's a lot of money being…

People in this episode

Host: Mark Milutin

Topics covered

• D2C attribution
• MobyTwo
• AI search
• media buying decisions
• cross-platform attribution
• customer acquisition

Keywords

• attribution
• D2C brands
• MobyTwo
• AI analyst
• customer journey
• media buying
• paid media

Mentioned in this episode

Organizations: Triple Whale, Google, Meta, Bread Loaf

Products: MobyTwo

Places: LA

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