If marketers have learned anything in the last year, it’s the need for adaptability and a healthy appetite for change. Through that lens, the looming “cookiepocalypse” presents an opportunity for much-needed evolution within a behavioral advertising ecosystem that has historically enabled many brands to operate with a relatively low level of sophistication.
In the last few months of 2020 leading up to the holidays, people across the country craved connection with their friends and family more than ever. In the Q4 Digital Marketing Report, Merkle saw that advertisers rose to meet this challenge, shifting media spend across different platforms to best meet their audience. Instagram ad spending increased 30% Y/Y due to three main factors: more users, social commerce, and influencer marketing.