Why Walled Gardens Are Among the 'Largest Obstacles' to Finding Consistent Online Measurement

An answer is more crucial than ever during the pandemic

The walled gardens present a major roadblock to consistent, de-duplicated measurement, a group of panelists said Wednesday in a wide-ranging conversation at Adweek’s Convergent TV Summit.

The time to get a clear, consistent answer from these companies is more crucial than ever as consumers continue to cut the cord as the Covid-19 pandemic rages on and they consume content across platforms.

“I think we can all agree that one of the largest obstacles to this unified source of measurement are the walled gardens that are out there,” said Nora Wolfe, senior vice president, group partner, UM Worldwide, adding, “Digitally, with some of the largest players not allowing data to flow outside of the walls, we’re still looking at them in silos.”

This presents issues, especially when consumers watch content across devices.

As

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in