Skai：2026年第一季度全球数字广告行业趋势报告（英文版）

Q1 is where annual plans meet reality. The strategic bets, the format shifts, the retailer diversification conversations that happenedduring fall planning sessions... they all show up in Q1 spending. When marketers locked their 2026 budgets last fall, they made aclear choice about where to place their confidence. Retail mediagot the biggest vote, with spend climbing 27% year over year whileclicks surged 38% and CPCs dropped 8%. Paid social delivered itsstrongest efficiency quarter in recent m