by Dave Morgan, CEO Simulmedia
- Walled gardens are essential for a reliable, functioning ecosystem in the streaming video advertising industry.
- The future of video advertising will require stakeholders to work across multiple walled garden video ad platforms.
- Successful ad-tech companies will be those that can work within and support the walled garden environment.
In a recent article, Dave Morgan, CEO of Simulmedia, discusses the role of walled gardens in the future of streaming video advertising. Walled gardens are closed ecosystems limited to certain sets of users, partially or largely separated from other competitive services. Morgan argues that walled gardens are not necessarily bad for the industry but essential for a reliable, functioning ecosystem. He uses Apple as an example of a company that successfully controls the hardware, software, and services layer to deliver a unique user experience.
Morgan acknowledges that the future of video advertising will require various stakeholders, such as ad buyers, sellers, data suppliers, and measurement companies, to work across multiple walled garden video ad platforms. These platforms will need to support certain common protocols, but this doesn’t mean they have to become entirely “open platforms.” He praises Apple’s decision to protect customers’ privacy and data and not participate in the data harvesting that many in the industry are calling for.
The article highlights that the future of video advertising will involve working across numerous companies, each operating a walled garden with large and unique audiences. Ad-tech companies that succeed will be skilled at working in and supporting this environment rather than attacking it. Morgan argues that Walled gardens help prevent the mistakes made by web publishers who participated in the cookie-denominated, real-time-bidding world of banner ad exchanges, damaging the publisher ecosystem and leading to fraud.
For marketers looking to understand the evolving landscape of streaming video advertising, this report provides valuable insights into the role of walled gardens and their impact on the industry. To learn more about this topic and form your own opinion, visit the full article The Future Will Be About Walled Gardens — And That’s OK.
That the future of video advertising will be about working across a number of companies, each operating a walled garden, each with large and unique audiences — some overlapping, some complementary — is just how the landscape is going to develop
Dave Morgan, CEO of Simulmedia
“The Future Will Be about Walled Gardens — and That’s OK.” The Future Will Be About Walled Gardens — And That’s OK 03/16/2023, https://www.mediapost.com/publications/article/383479/the-future-will-be-about-walled-gardens-and-tha.html.