Over the past decade, walled gardens helped launch thousands of startups by buying cheap ads to reach new audiences and bypass retailers. That symbiotic relationship was disrupted in 2021, when Apple killed third-party tracking on iPhones, making finding the right customers harder and more expensive.
Now, performance-oriented brands are taking the next step toward platform independence by hiring third-party firms like Measured, Triple Whale, Rockerbox, and Northbeam to measure campaigns. The move is motivated by a growing distrust of walled gardens, economic pressures, and a desire to prepare for further privacy changes.
At digital agency Juice, 30% to 40% of clients have adopted a third-party measurement solution in the past 12 months. At DTC agency DigiShopGirl, around 10%-15% of clients are now using third-party measurement solutions.
Meta introduced Advantage+, which initially was effective in realigning after Apple's privacy changes. However, Chris Rigas, vp of media at Markacy, mentioned that the product has now lost some of its initial appeal.
#dtc-brands #third-party-measurement #walled-garden-platforms #platform-independence #marketing-strategies
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