Black Friday may be in the rearview mirror for 2018, but consumers aren't done shopping -- or sending signals of intent that marketers and brands need to pick up on throughout the season.   

The biggest digital properties have monetized their platforms with advertising and have generated billions in revenue.  Now, they need to generate transactional revenue for advertisers.

Consumers may be down on social media, and for good reason, but it would be a mistake to count these platforms out.  Trust in social media is at an all-time low, but usage is shifting among the various platforms.