Anthony Chiaravallo

As automation and AI continue to reshape advertising, many marketers still struggle to connect upper-funnel investment with lower-funnel performance. Awareness channels are often undervalued, while conversion channels are over-credited—leading to inefficient spend and missed growth opportunities. In this session, I’ll explore how modern marketers can bridge the gap between upper- and lower-funnel media to drive stronger outcomes across the customer journey. Drawing from real-world experience running integrated programs across CTV, programmatic, paid social, and search, we’ll discuss how upper-funnel media builds demand, improves downstream performance, and increases the effectiveness of lower-funnel tactics—even when success isn’t immediately reflected in traditional conversion metrics. Attendees will gain practical frameworks for aligning upper-funnel impressions with performance goals, rethinking measurement and attribution, and building full-funnel strategies that scale more efficiently in today’s fragmented media landscape.