Key Insights
- Public scrutiny over data security is validating walled garden strategies.
- Many media buyers feel 'trapped' inside the walled gardens.
- Many in the media business are trying to take back control.
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.
