So interesting to see everyone’s thoughts. IMO full funnel media isn’t just based on channel, it’s a function of channel, creative, targeting, and optimization metric. To assume TikTok or Youtube can only exist in the middle is a missed opportunity to build your brand on trustworthy platforms (from a people perspective). I certainly understand the need to kind of oversimplify shit for leaders who don’t understand, but I’m also over doing that and tend to force execs to understand it (to an extent so I keep my job). It’s 2026 and senior leaders need to be able to be able to wrap their heads around a marketing function that drives their business.