Piercing Through the Veil: Maneuvering in the Walled Gardens of Advertising and Ad Tech
The world of ad tech and advertising has seen rapid development over the past few years, leading to the rise of walled gardens. These walled gardens are closed ecosystems owned by major players in the industry, such as Google, Facebook, and Amazon.
While these walled gardens offer advertisers access to a large audience and valuable data, they also create barriers for smaller players in the industry. These barriers include limited access to data and analytics, high advertising costs, and a need for more transparency.
Many industry players are looking towards alternative solutions to overcome these barriers. One such solution is using open-source technology and tools that allow for greater transparency and collaboration between different players in the industry.
Another solution is the development of independent ad tech companies, which provide a level playing field for smaller players. These companies can aggregate data from multiple sources and offer access to a wider data pool while still providing transparency and accountability.
Finally, the industry is also exploring the use of blockchain technology to create a decentralized ad network that any one player in the industry does not control. This would allow for greater transparency and fair competition while offering advertisers greater control over their data and campaigns.
While these walled gardens offer advertisers access to a large audience and valuable data, they also create barriers for smaller players in the industry. These barriers include limited access to data and analytics, high advertising costs, and a need for more transparency.
Many industry players are looking towards alternative solutions to overcome these barriers. One such solution is using open-source technology and tools that allow for greater transparency and collaboration between different players in the industry.
Another solution is the development of independent ad tech companies, which provide a level playing field for smaller players. These companies can aggregate data from multiple sources and offer access to a wider data pool while still providing transparency and accountability.
Finally, the industry is also exploring the use of blockchain technology to create a decentralized ad network that any one player in the industry does not control. This would allow for greater transparency and fair competition while offering advertisers greater control over their data and campaigns.
In conclusion, walled gardens offer many benefits but also create barriers for smaller players in the ad tech and advertising industry. Overcoming these barriers will require a combination of solutions, including using open-source technology, developing independent ad tech companies, and exploring blockchain technology..
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