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This episode of the DTC Podcast is a triple threat: Meta’s Jake Bailey returns to unpack the Cyber 5 data, Hungryroot’s Adam Weber shares how they scaled partnership ads to 50%+ of spend, and adMixt’s Kevin Simonson drops a masterclass on testing, attribution, and scenario planning.
https://hungryroot.com
https://admixt.com
https://meta.com
What’s inside:
- Why Cyber Monday hit softer — and which brands still crushed
- The shift from segment-based targeting to real personas (with matching creators)
- Why partnership ads are outperforming UGC — and how Hungryroot scaled them
- Meta’s new catalog + partnership ad combo (early tests: +20% performance)
- Q5 lead gen strategy: when volume spikes, competition drops
If you’re running paid on Meta, an agency managing $500K+ budgets, or a brand that needs a serious Q5 plan, this episode is a must listen.
Timestamps
00:00 Creative diversification and the rise of partnership ads
02:00 Hungryroot’s personalization model and marketing approach
04:00 Cyber Five performance trends and consumer behavior
08:00 Why partnership ads outperformed traditional UGC
12:00 How Hungryroot uses creators to reach distinct customer avatars
16:00 Evolution of whitelisting to partnership ads and catalog formats
20:00 How creator deal structures work in practice
24:00 The importance of agility and rapid pivots during Cyber Five
28:00 Q5: Why January is Hungryroot’s biggest moment
32:00 Campaign structure, testing, and Meta’s automation shift
37:00 Organic content, measurement, and 2026 predictions
Hashtags
#metaads #blackfridaymarketing #cybermondaystrategy #partnershipads #ugcads #ecommercemarketing #d2cpodcast #hungryroot #admixt #creativediversification
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