Paid social’s initial quarters as a video-first channel are being defined by growing pains, including the lower monetization rates of those videos. Despite anemic user growth, ad impressions are plentiful and affordable. But advertisers are still trying to figure out how to respond to the platforms’ moves through a post-AppTrackingTransparency (ATT) world, where measurement remains a challenge.
Key Question: Where is the bottom for the CPMs across social platforms?
KEY STAT: Thanks to a flood of new inventory, some of it in unfamiliar places, CPMs and CTRs have been either flat or declined YoY in each of the past four quarters—with CPMs dropping 29% in Q2 2023 alone—according to Skai.
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