According to Meeker’s report , YoY growth in interent ad revenue from Google, Facebook, Snapchat, Pinterest, Amazon, and Twitter has fallen for the first time since Q1 of 2018. This communicates a potential correction. Meanwhile, Meekr goes on to cite her concern for the rising customer acquisition costs of doing digital business. She concludes with two takeaways from her section on online advertising: (1) CAC cannot exceed LTV for long and (2) effective and efficient marketing means happy customers and positive recommendations.
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