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Impact of Negative Consumer Sentiment on Ad Buying and ROAS in E-Commerce
In the second quarter of 2024, U.S. consumer optimism fell to similar levels to that of 2023. The year 2023 had low levels of consumer confidence, a trend continuing downwards since 2021. Pre-pandemic levels had a consumer confidence index approximating 135-138. From 2021 to 2024, the trend has been downward, resulting in an index of…
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