Therefore, the end of third-party cookies will likely lead to more advertising dollars being spent on the platforms of walled gardens due to their unique ability to hyper-target and measure specific audiences. If that’s the case, Google will strengthen its control and ownership of data, while weakening that of its competitors. At a first glance, it certainly looks like it will, but will it disappear for everyone? Or will Google still be capable of running 1-to-1 identification within its platforms and ecosystems?
Well, the big question to ask ourselves is will 1-to-1 identification disappears. third-party cookies) and introduce a new way of running advertising campaigns that don’t involve any 1-to-1 identification (i.e. So why would a company whose main source of revenue is derived from advertising shut off one of the most important mechanisms used to power online advertising (i.e. When talking about Google, 70% of their revenue comes from advertising. Now, recalling what we mentioned in the first post, although the changes applied to browsers are supposedly being put in place to strengthen user privacy in the online world, the reality is that from our perspective, it all ends up being a privacy fallacy. It’s important to note that although some data is available, granularity is never a characteristic of this type of integration. They all have something in common which is that it is nearly impossible to track or measure what happens within those platforms with third-party trackers and the only way to access that data is via the integrations they manage and make available to marketers and third-parties. The walled gardens in this whole privacy topic don’t seem to have a proper official definition, but our way of explaining the term is:īig companies with a large share of the market that collect data and have enough power to choose what to do with that data. This is exactly where the walled gardens come into play. The problem with only having a few main players in a market usually means that important decisions are only made by those few, leaving the rest as mere spectators. Data collection and usage is one of their greatest assets, so it kind of makes total sense for them to protect it, right? They collect vast amounts of data within their platforms and then use it to show hyper-targeted ads to consumers. It is no secret that advertising is mainly controlled by a few big players: Google, Facebook and, increasingly, Amazon.
Now, let’s take a look at each one of those characteristics: 1.
0 kommentar(er)
