3 Ways to Experiment With Platforms and Strategy During the Pandemic

CPMs are at a low, but so is risk

money disintegrating
The pandemic has brought forth new ways to look at how we spend ad dollars on platforms. Getty Images

The impact of the Covid-19 pandemic had already taken a dent out of overall U.S. ad spending and also threatens to halt what had been a run of double-digit growth in digital advertising. Even the duopoly that drove remarkable growth since the 2008 recession is not immune from this crisis. The elastic pricing that relies on healthy demand for programmatic, social and search is deflating any other ad spend that remains, with some of the lowest CPMs in recent history.

JiYoung Kim is chief digital officer of Carat.