Inside the 2026 Triple Whale Whaleys: MobyTwo, AI Search, and the Future of D2C Attribution

Most D2C brands think they know where their customers
are coming from.
They don't.

I just got back from the 2026 Triple Whale Whaleys in
LA and the biggest takeaway was this — if you're not
using a single source of truth for attribution, you're
making budget decisions based on lies.

Google is overclaiming. Meta is overclaiming. And the
brand is paying for it.

In this episode I'm breaking down everything that came
out of the Whaleys this year, including the official
launch of MobyTwo — Triple Whale's next-generation AI
analyst that's changing how we run attribution and make
media 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 of
clarity, there's a lot of money being wasted.

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