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Data is from the quarterly Skai "Digital Marketing Quarterly Trends Report" Data is based on advertiser campaign data managed through the Skai (formerly Kenshoo) platform on Google, Microsoft, Verizon Media, Yahoo Japan, Baidu, Yandex, Pinterest, Walmart, Apple, Facebook, Instagram, Snapchat, Instacart, Criteo, and Amazon. The data is sampled from a universe containing over 1 trillion impressions, 12 billion clicks, and nearly $7 billion in advertiser spending. For charts showing spending and impressions/clicks, volume metrics have been normalized to a factor of one based on the initial volume for the first quarter of data shown. Data points from subsequent quarters are based on a multiplier from the first quarter. Except where noted, advertisers must have 15 consecutive months above a minimum spending threshold in the channel to be included in the analysis. Outlier data has been excluded. Skai is a software company that engineers cloud-based digital marketing solutions and predictive media optimization technology.

Updated: Q1 2026

Data represents activity on the Skai platform, broader industry metrics may vary. Average retail ad cost per click (CPC) is the average amount advertisers pay for each clickthrough on their retail media ads in the period.

Updated: Q1 2026

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