The digital marketing trends that defined the fourth quarter of 2023, according to Skai, include commerce ads boosting paid social investment and cost-per-click growth propelling retail media spend.
Retail media, paid search and paid social spend grew from Q2 to Q3, with nearly every channel seeing its strongest spending month during the third quarter, according to Skai.
Brands are reallocating funds from digital platforms and traditional media as well as non-advertising and “below-the-line” shopper/trade marketing, according to research from IAB.
