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Gartner L2 Digital IQ Index
Over the last six years, large consumer packaged goods (CPG) firms have shed $20 billion in market share to small, independent companies, and e-tailer shelves have become flooded with products from trending brands and private labels. While Index brands have increased digital advertising budgets by 52 percent, concerns about viewability remain, and social media engagement continues to fall. As online competition intensifies, brands must provide a clear path to purchase, either through strong e-tailer handoffs or robust e-commerce features on site to fortify their online presence.