The biggest retail weekend of the year may be behind us. But Black Friday and Cyber Monday — which, combined, generated nearly $17 billion in online sales — can tell us a lot about shopping trends in general.

We evaluated the US programmatic supply chain to find out which channels and devices saw the most growth in available impression share compared to 2018. We found that Connected TV and audio saw major surges across both days, proving that streaming content still provides a golden opportunity for advertisers looking to connect with new audiences.

Why are audio and Connected TV taking off? They both provide a great opportunity for advertisers to sway last minute buyers with new or improved products and deals. And interestingly, their gains came at the expense of mobile, which saw slower growth across channels like video and display.

While the holiday shopping season may be shorter than usual this season, The Trade Desk can help you make the most of it, reaching both your existing consumers and helping you to get new incremental users as well. Contact us to get started.