The Rising Costs Of Digital Advertising Will Force Spending Shifts (forbes.com)
The average cost-per-click (CPC) of amazon ads in the US increased over 60% in June of 2021 versus the same time a year ago. Contributing to the increase cost is a perfect storm of rising digital advertising prices and less efficient digital targeting linked to Apple’s new privacy measures. Apple’s launch of a new mobile operating system, iOS 14.5, on 26 April has had an impact. Many brands saw the costs of acquiring new customers on Facebook leap by double digits. Is it fair to conclude that social media’s high cost will veer advertising to lower cost direct communications like direct mail?
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