The Marketing Millennials The Truth About Marketing Analytics with Sid Malhotra, EVP at Snap | Ep. 368
Nov 21, 2025
Sid Malhotra, EVP at Snap and former marketing lead at Grammarly, shares insights on marketing measurement that can reshape your strategy. He explains why traditional last-click thinking misguides modern marketers and reveals that many potential customers are outside the Meta and Google ecosystem. Sid introduces the 'Hot Wheels Problem,' highlighting the shortcomings of view-only impressions. He also outlines a practical three-step playbook to effectively test new channels like Snapchat to better engage a diverse audience.
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Deterministic Views Reveal Hidden Credit
- Deterministic matching of impressions to users (first-party keys) uncovers view-driven purchase influence missed by probabilistic models.
- That better attribution raises measured ROAS when non-click impressions are included.
AI Agents Will Hide Traditional Clicks
- AI agents and prompt-driven discovery will shift purchase paths from click-heavy search to impression-driven prompts.
- Marketers must rethink attribution as agents act without traditional clicks.
Match Creative To Platform Behavior
- Creative that mirrors native chat-driven, two-thumb engagement performs better on Snapchat than recycled lower-funnel ads.
- Whitelisted creator content and advertorial formats build trust and top-funnel momentum.