Social demonstrated the best cost efficiency of the four paid online channels examined (social, portals, networks, and exchanges), indexing 70% cheaper than the average cost for digital spend and showing a 32% decrease in cost quarter over quarter.
The reduced pricing of social inventory in 2Q14 came thanks largely to the increased use of demand-side platforms (DSPs), which allow for programmatic and real-time buying.
Digital ad networks registered a 28% increase in cost compared with 1Q14, partly due to the FIFA Men's World Cup, when marketers invested in premium placements on networks serving soccer-related content.
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