Can Omnichannel Marketing Exist in a World of Walled Gardens?

Opinion: Others in the industry are already working more cooperatively

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The advertising and marketing industries are currently facing two seemingly contradictory problems. First, there’s the confusion of “too many,” the result of a vendor ecosystem that has grown at an unbelievable pace. Second, there’s a problem of “too few,” stemming from the overwhelming dominance that Facebook, Google and, now, Amazon have in the digital advertising ecosystem—dominance they’ve achieved through walled garden strategies.

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