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Digital advertisers spent 17.9 percent more on Black Friday and 13.8 percent more on Thanksgiving compared to last year, according to AdRoll's data. Its findings are based on cross-client numbers from 25,000 customers that have purchased products on hundreds of ad exchanges.
Facebook, in particular, seemed to have hauled in serious cash from retail brands. AdRoll said that the social network year-over-year saw a 10.7 percent increase on Black Friday and a 13 percent jump on Thanksgiving.