The RTB House Engine, Built on Deep Learning, Enables the Largest Online Holiday Shopping Season Ever

According to eMarketer, e-commerce sales will jump 32.4% this year. This is largely due to the fact that consumers are shopping online and not in store as much as in 2020. This trend looks to continue during the upcoming Black Friday weekend and well into 2021.

At RTB House, we’re helping our clients win during this holiday season and capture as much market share as possible with our retargeting campaigns. Unlike many of our competitors’ technology, the RTB House engine was built using deep learning so that it can handle high volumes of data. We don’t have to assign hundreds of engineers to work on our back end in order to best serve our clients during a seasonal influx of consumer demand, like on Black Friday. Instead, we’re able to spend time helping our customers optimize their campaigns and hit their targets.

eCommerce surges in 2020 leading up to Black Friday and Cyber Monday

U.S. e-commerce sales will reach $794.50 billion this year after having advanced at a much higher growth rate than the 18% predicted in the second quarter forecast, eMarketer predicts. Consumers continue to avoid going in stores and choose online shopping amid the pandemic. 

This trend will continue during Black Friday, just around the corner. Black Friday is projected to be the highest sales ever, especially for online shopping as retailers prepare for an onslaught of demand.

A look back at Black Friday 2019 to help guide strategy going into 2020’s holiday season

According to our global data insights, we found that Black Friday boosted every analyzed retail market, but with a different impact by country.

• All retail markets analyzed grew in November 2019.
• Clients that offered special promotions for customers had the most successful ad campaigns.
• CPM costs increased before Black Friday as retailers fought for consumers’ attention some time ahead. The average CPM during Black Friday was 83% higher than other days.
• Increasing CPMs translated into higher cost-per-click consequently within the analyzed period.
• Conversion rate improves largely on Black Friday making it a good opportunity to boost sales. The average conversion rate during Black Friday was 55% higher than other days.

All in all, this year Black Friday is positioned to be one of the largest online shopping days ever, and that surge in eCommerce will continue through the end of the year. Our deep learning technology was built from the ground up to help customers scale demand.

Our high level recommendation is to increase digital advertising budgets to stay competitive and be visible for your customers. For more information on how RTB House can help, you can get in touch with myself or the US Team.