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
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