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by Joe Mandese, Editor in Chief of MediaPost
- In recent years, retailers have become ad publishers
- The valuable first-party data they offer is driving ad investments
- As they evolve, could they become more like the walled gardens of today?
- More clean rooms will be needed to drive connectivity between them
As the marketing landscape continues to evolve, new walled gardens are becoming more apparent, especially among big retail media operators. Contrary to popular belief, industry visionary Brian Lesser believes this trend will be advantageous for the advertising sector. In a recent CES session hosted by OMD, Lesser explained how data clean rooms can facilitate a fluid marketplace while still providing consumer insights for brands and agencies across all channels: “A walled garden doesn’t mean it can’t be a fluid marketplace. Then I think advertisers can buy fluidly — and measure fluidly — even if these are walled gardens of inventory because the data can move more freely.”
The potential benefits of data clean rooms are evident in a collaboration between InfoSum and Google, where InfoSum’s PAIR (publisher advertiser identity resolution) allows anonymized consumer data to be pulled directly from Google and applied to first-party databases. Lesser explains, “I actually think there will be more walled gardens in the future, not fewer, but we have to adjust our thinking such that a walled garden doesn’t mean it can’t be a fluid marketplace.”
Looking at the bigger picture, marketers like Clorox VP of Marketing Transformation Doug Milliken and Wells Fargo Head of Media & Owned Channels Science Shamsa Jafri recognize the importance of this development. Milliken emphasizes, “We think about the consumer holistically. We’re just trying to create an end-to-end experience to help them.” So why not dive into the original post, OMD CES Panel: Prep For Explosion Of ‘Walled Gardens,’ Why It Will Be A Good Thing.
We think about the consumer holistically. We’re just trying to create an end-to-end experience to help them.
Doug Milliken, VP Marketing Transformation at Clorox
“OMD CES Panel: Prep for Explosion of ‘Walled Gardens,’ Why It Will Be a Good Thing.” OMD CES Panel: Prep For Explosion Of ‘Walled Gardens,’ Why It Will Be A Good Thing 01/06/2023, https://www.mediapost.com/publications/article/381276/omd-ces-panel-prep-for-explosion-of-walled-garde.html.