"Today's walled gardens are more fortified than ever, but they serve a crucial role in giving advertisers access to rich, first-party data that wasn't accessible before," observes Simon Spyer, CEO of global creative network Iris' Data-Driven and Performance Marketing business. Now, however, the difference is that consumers expect a more "participative, personalised experience", Spyer explains. "Walled gardens therefore thrive."
"The rise of retail media has been stratospheric," enthuses Claire Leon, Co-Founder at Acorn-i and Lead at Jellyfish Commerce, who notes that, while marketers have "seen similar growth patterns in other areas, like social and programmatic...even in their early days, it was substantial, but retail media’s rapid acceleration in the digital arena surpasses all of that."
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