Digital Ad Costs Rose More Slowly Amid Shift In Holiday Shopping

Merkle’s “Digital Marketing Report” reveals consumers shopped for gifts earlier in the year due to concerns regarding supply-chain congestions and delays in deliveries. As a result, the second and third quarters increased by 30% in cost-per-clicks (CPC) for digital advertising as retailers promoted heavily to consumers during that time. But, to the relief of advertisers, CPCs later lessened to 13% during the final quarter.