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For B2C Marketing Professionals

Maximize Walled Gardens Without Sacrificing Customer Intelligence

Marketers Negotiate The Tradeoff Between Data Accuracy And Ownership In Their Bid To Achieve Customer Centricity

April 27, 2016

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Why Read This Report

A lot of ink has been spilled over the ascendance of media walled gardens in 2015. Their proposition is compelling: using deterministic customer identifications, companies like Google and Facebook provide marketers with the strongest cross-device targeting and measurement for advertising. But access to the walled gardens' audiences comes with certain conditions attached — one of which is the lack of visibility on event- or user-level data. This report evaluates the short- and long-term implications of consolidating spend with walled gardens in terms of not just media buying but also strategic customer intelligence.

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Table of Contents

  • Media Walled Gardens Ascend, Impeding Marketers
  • Media Walled Gardens: A Catch-22 For Data-Savvy Marketers
  • The Question Of Privacy: A Convenient Truth
  • Recommendations

  • Make Walled Gardens Work Better For You
  • Supplemental Material
  • Related Research Documents