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.
Advertisers Want to De-Risk Their Reliance on Google and Facebook
Public backlash against Big Data is forcing advertisers to seek alternatives to the walled gardens
Initiatives such as The Trade Desk's Universal ID push plus Prebid are counterbalancing the historic reliance on the duopoly.
Photo Illustration: Trent Joaquin; Sources: Getty Images, Google, Facebook, Amazon, Prebid, The Trade Desk, Advertising ID Consortium
