Consumer holiday spending during Cyber Weekend (the five days from Thanksgiving to Cyber Monday) increased by 7% YoY according to Adobe. In 2024, there are 5 less shopping days than in 2023 since Thanksgiving fell later in November. Consumers shopped earlier and retailers heavily promoted their holiday offers.
With a shorter shopping window and high competition, advertisers need to reach their target audience across the open web. Adding cookie alternative inventory into your programmatic media budgets allow advertisers to reach under-targeted consumers efficiently.
2024 Cyber Weekend Observations:
19% |
Increase in Programmatic Spending across All Inventory
|
47%
|
Retail Advertisers Accounted for Almost Half of the 33Across PlatformRetailers were the largest platform spenders. Top retail spenders include Amazon, Best Buy, Home Depot, and Lowes |
55%
|
Cookieless Share-of-Voice was 55% for Travel AdvertisersTravel advertisers continue to increase their cookieless investment. VRBO spent 66% of its programmatic budget on cookie alternative inventory |
85% |
Strong Cookieless Win Rates
|
During the most important shopping season, Cyber Weekend’s data reflects that cookie alternative solutions are essential to reaching holiday shoppers. Buyers using Lexicon’s addressable solutions can efficiently target customers across the open web.
Contact us to learn more about how to secure your programmatic investment without third-party cookies.
