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    • As part of my research on an article I am working on titled "Emerging Consumers through Tunable Ads" I came across an article I linked to below written by Michael Nevins with SmartAdServer.com who I had the opportunity to speak with. I enjoyed his take on the role walled gardens have played within the publishing industry and how private gardens might help spread influence more evenly between advertisers and consumers. An idea playing well with my thoughts on providing more control to the users in how ads are viewed online. Following is an excerpt from the article. Very thought provoking piece.

      Within a private garden, publishers would be
      self-sufficient in nurturing audience life cycles and delivering
      greater ad experiences through activating their rich first-party
      audience data without leakage. They would better optimize their yields
      and partnerships with demand platforms, data providers and
      alliances.

      The result would be greater user lifetime
      revenue and audience loyalty within a safe, premium content ecosystem,
      often missing in the typical programmatic setting.

      Certainly, the scale of walled gardens is not to be dismissed,
      but the entire ecosystem is better served if publishers steer their
      advertiser clients with greater conviction toward committing
      greater budgets to the private gardens, creating a more balanced and
      transparent marketplace.

    • Certainly, the scale of walled gardens is not to be dismissed,
      but the entire ecosystem is better served if publishers steer their
      advertiser clients with greater conviction toward committing
      greater budgets to the private gardens, creating a more balanced and
      transparent marketplace.

      I think agencies are going to get in the way of this. It's much easier for them to do programmatic. Some agencies also own the programmatic pipes they run their clients on, maybe taking fees twice (i'm not sure how their billing works) and a possible conflict of interest?

      PinkBike.com does a great job keeping their ads direct and relevant. I think they would make for a strong case study on how to win without 3rd party networks.