Page 8 - AeM_January_2019

RESEARCH, ANALYSIS & TRENDS

Closed ecosystems are creating significant

problems for advertisers and publishers

The way large online platforms, such as Google, Apple, concerned with, "understanding audience behavior"
Facebook, Amazon (GAFAs), restrict advertisers from was rated as the most valuable (92%), followed by
using their data on the platforms is called “walled insights that influence and optimize the overall
gardens”. In lieu thereof, around two-thirds of marketing strategy" (88%) as well as factors that guarantee
executives complain that walled gardens do not provide "viewability" (87%).
enough information to measure campaigns effectively.
The GDPR is another aspect that drives the pursuit of
This is a real obstacle to data analysis and enterprise data ownership: 77% of marketers expect their target
strategy development, according to a study of audience approach and objective third-party
Sizmek that sheds light on the role of walled gardens measurement to be limited by the new regulation. To
and the associated problems for advertisers. improve the ROI of their digital marketing spending,
marketers are looking for integrated Data Management
The survey, which looked at 500 decision-making brand Platforms (DMP) and Demand Side Platform (DSP)
marketers in Europe and the US, also found that two- systems, with three quarters of them classifying
thirds of marketers believe walled gardens are a major integrated technologies as either important or a high
barrier to improving first-party data. In addition, 65% said priority for the coming year. Almost nine out of ten
they did not get enough insight to make comparisons marketers (88%) say they want to own the data
with other channels or partners. Without access to cross- generated from their campaigns. An Internet without
website performance data, it's difficult for advertisers to walled gardens would therefore be the solution if
control advertising material and not to overexpose to advertisers could seamlessly integrate data from all
audiences, not to mention compromising return on platforms.
investment (ROI).
For some digital marketers, walled gardens have no
Therefore, many marketers want more and better chance of survival in the long term, as their insularity
insights into their data. For 83% of respondents, this has makes them too dodgy and simple-minded to withstand
a high or very high priority over the next 12 months. the trend for data-hungry and networking-talented
When asked what insights marketing leaders are most language assistants. However, it is probably utopian for

8 January 2019 - Digital Business Trends Predictions