Cost of digital advertising rose by double digits in Q4 2021

An overview of digital advertising (social media, search and retail media) costs.

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.

Search cost-per-click (CPC) saw the largest rise, increasing by 23% year on year to $0.71 in Q4 2021. Social cost per thousand (CPM) also saw a large increase, up by more than a fifth (22%) to a new high of $9.13.

Retail media costs also reached a new high of $1.10 in Q4 2021, a 13% increase from the previous year.

Alphabet, Meta and Amazon, who take 46%of...

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