Stop Running YouTube Ads Like Meta Ads: The DTC Playbook for 2026

Episode notes

Most D2C brands have tried YouTube ads. Almost none of them are getting credit for what those ads are actually doing. Brett Curry, CEO of OMG Commerce and the guy behind YouTube growth for brands like Native, Arctic, and Dude Wipes, makes the case that in-platform reporting is under-counting YouTube's real impact by roughly 70% - and that the brands leaning in right now are about to widen the gap on everyone still dabbling. This one goes deep: incrementality testing, omnichannel attribution, creative frameworks, and why your Meta winners almost certainly won't survive on YouTube.

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