To Pay or Not to Pay

The digital upside-down: with CAC rising, brands are turning to paid channels more.

With visits trending down over the past few quarters, traffic demands are turning up the heat on brands. Unfortunately, this demand has driven supply costs - the cost of acquisition up. 


The channel mix, though, is tipping towards MORE paid traffic - the share of traffic from paid sources increased over the past year, up 5 percentage points, or a 25% implied increase.