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Increased scrutiny of data security is concentrating ad spend in walled-garden companies such as Amazon, Facebook and Google, as their vast swaths of consented first-party data makes them a privacy-compliant means of targeting.
This puts the ad industry in a bind when it comes to effectively targeting online audiences, especially as the walled gardens, under pressure from the public, place more restrictions on how they share data. And that has some seeking alternatives.
Historic shift in power dynamics
The 2010s saw a notable shift in the power dynamics of the ad industry along with the rise of digital.