Talking Programmatic: United We Stand, Divided We Fall

05/08/17

Okay, we all know the facts: walled gardens are eating the lunches of publishers and tech vendors. Whether or not that is actually the case, that is certainly the feeling by many and as a result, this sentiment is driving a movement of collaboration never seen before in the advertising industry.

Not only do walled gardens provide a cross-screen deterministic view of their users, but they also provide a rich set of first party data to target them against. This, you could argue, is the exact reason they are doing so well, because they drive traffic for publishers and ROI for advertisers. So why is there negativity around their growth from many in the market? Is it envy, is it fear, or is it for other justified reasons…

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