The cost of search, social and retail media advertising grew by double digits in the final three months of 2021, according to data from digital advertising company Skai.

Why it matters

Alphabet, Meta and Amazon, who take 46% of all advertising investment, will be some of the main beneficiaries of higher prices. Strong advertiser demand for e-commerce placements will also help newer entrants like Walmart, who recorded $2.1bn in advertising revenue last year.

Takeaways

• All three media have seen costs rise strongly in Q4 2021 - search CPC rose by 23%, social CPM increased by 22% and retail media CPC...