#walled-gardens
#walled-gardens

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What The Google Trial Is Missing: Data, Not Auctions, Will Decide The Fate Of The Open Web | AdExchanger

The auction has never been the real center of power, and it will not be in the future. What will decide the fate of the open web is who controls the data that drives monetization and the artificial intelligence that determines distribution. Google holds the advantage in both, yet the proposed remedies in the ad tech antitrust trial do not address it.

US politics

Marketing tech

fromExchangewire

3 weeks ago

The Open Web: Dead, Alive, or Just Complicated?

The open web's traffic and monetisation are collapsing as AI summaries and platform monopolies redirect attention and ad revenue into walled gardens, squeezing programmatic supply.

Marketing

fromDigiday

1 month ago

'The year where I don't roll my eyes' at retail: Bayer's programmatic and digital lead on the state of retail media

Retail media needs seamless integration with national brand campaigns and measurable attribution for brands to secure budgets and drive continued industry growth.

Marketing tech

fromAdExchanger

1 month ago

Conversion APIs Are Becoming Table Stakes - But Not All Brands Have Bought In | AdExchanger

Conversion APIs (CAPIs) are essential for walled-garden ad platforms to deliver accurate conversion data, improve bidding optimization, and guide efficient budget allocation.

E-Commerce

fromAdExchanger

2 months ago

The Trade Desk Lays Out Its Case To Beat Walled Gardens. Does Wall Street Buy It? | AdExchanger

The Trade Desk reported steady growth in Q2 earnings, but investor confidence declined due to a decreasing growth rate.