Analysis is drawn from a population of nearly $7B in annualized advertising spend, comprising over 3,000 advertiser and agency accounts across 40 vertical industries and over 150 countries running on the Skai platform across Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Apple Search Ads, Pinterest, Snapchat, Facebook, Instagram and the Facebook Audience Network.
Except where noted, only advertisers with 15 consecutive months of performance data are included in the analysis. Some additional outliers may be excluded. Ad spending and pricing are measured using Ex-FX or “Constant Currency” adjustments, where results are based on native currency, and only translated to common currency after aggregation.
For charts showing impressions, clicks and spending, volume metrics have been normalized to a factor of 1 based on the initial volume for the first quarter of data. Data points from subsequent quarters are based on a multiplier from the first quarter. For example, 1.6 means that volume is 60% greater than volume on the initial quarter measured.
Note: There may be variation in numbers for past or future research published by Skai as the rolling data set is dynamic for each new quarter.