iPX Austin 2025

David A. Yovanno, impact.com CEO, reveals why traditional performance marketing faces an existential crisis, with customer acquisition costs rising 200% while consumers actively avoid brand messaging. Despite partnerships delivering superior ROI, they receive only 2% of the $600 billion spent on traditional channels like paid search and social media. Through analysis of consumer evolution from 2005 to 2025, Yovanno demonstrates how purchasing decisions shifted from brand-led to community-led, with 89% trusting personal recommendations over advertising.