What is a 'walled garden' in digital advertising?

A walled garden is a closed ecosystem where a technology provider (like Google) controls the platform, data, and access, enabling advertisers to run campaigns and gain insights without direct user or device identification.

What are some walled garden examples?

Key examples of walled gardens in digital advertising include Google's Ads Data Hub, Meta's Facebook Advanced Analytics, and Amazon Marketing Cloud. These companies offer exclusive campaign insights within their closed ecosystems, while maintaining strict control over data and ad operations.

What are the main advantages of walled gardens for advertisers?

Walled gardens offer vast amounts of enriched data in a privacy-compliant way, providing audience insights and accurate campaign measurements. They enable you to measure cross-device engagement without compromising individual user privacy.

What limitations do walled gardens impose on advertisers and publishers?

Challenges include restricted data outputs, the inability to activate insights across different platforms, limited collaboration opportunities, and dependence on a single provider's ecosystem and algorithms.

Is creating your own walled garden a feasible strategy for publishers?

Building a personal walled garden requires significant investment in technology, expertise, and resources, making it challenging for most. However, for those with the capability, it offers control over revenue, data protection, and customized ad solutions.

What does the future hold for walled gardens in the AdTech industry?

The future may see changes in how walled gardens operate. Changing privacy regulations, AI advancements, and the industry's move towards transparency and user consent could all force them to adopt more open practices.