Skai：Advertising Trends：2025年第四季度广告关键数字营销趋势报告（英文版）

Retail media posted its biggest quarter in six years with spend rising 33% year over year, while clicks climbed 34% and cost-per-click dropped 1%. Upper-funnel DSP investment surged 72% as brands moved beyond testing into aggressive full-funnel scaling. Half of Amazon advertisers now run DSP campaigns.Paid search showed signs of mounting pressure with 7% spend growth but CPCs climbing 16% while impressions and clicks both declined. Marketers are paying more for less volume as AI-driven discov