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Rising digital advertising costs are motivating retailers to build brand

(Source: Bigstock)
By now, we’ve all heard about the rapid growth of online shopping during the Covid-19 pandemic. While this has undoubtedly been a positive thing for retailers, it has also resulted in some unintended consequences. The Australian digital advertising industry grew by a record 24.2 per cent in FY21 to reach $11.4 billion, the strongest year-on-year increase since 2016.  But the problem is that the amount of inventory available on digital platforms isn’t increasing at the same rate as deman