Garden VS Open Web: What's Changing in Digital Advertising
Posted: Wed Feb 12, 2025 6:55 am
alled
Advertisement
For over a decade, walled gardens have been a certainty for brands and advertisers : a large number of users willing to spend a good part of their time online, a great ability to personalize the content offer and target their audience, thanks to a deep knowledge of data, personal information and interests.
All this has translated into the possibility of creating effective and efficient advertising jiangxi mobile number database campaigns , so much so that on these channels the largest budgets have been invested on average, even for campaigns with conversion objectives.
But in recent years, the situation has changed. Walled gardens are gradually losing their appeal in the face of an open web that is gaining ground, proving more responsive to changes in privacy regulations, technological advances and user expectations.
But let's proceed in order and before understanding the change underway, let's start with the basics.
Walled Garden: What is it?
The term “walled garden” defines closed ecosystems in which data, content, and user interactions are confined within the platforms themselves.
Meta, Amazon, Google, TikTok: just refer to some of the big players attributable to this category to understand the characteristics of these systems.
Here, the owner companies choose the information, services or products to show to users, and all interactions take place in a controlled environment.
All this, as we anticipated, allows a very precise and centralized collection of data : every click, view of a product, interaction with a content or an advertisement is tracked, providing a rich source of information on user behavior .
Advertisement
For over a decade, walled gardens have been a certainty for brands and advertisers : a large number of users willing to spend a good part of their time online, a great ability to personalize the content offer and target their audience, thanks to a deep knowledge of data, personal information and interests.
All this has translated into the possibility of creating effective and efficient advertising jiangxi mobile number database campaigns , so much so that on these channels the largest budgets have been invested on average, even for campaigns with conversion objectives.
But in recent years, the situation has changed. Walled gardens are gradually losing their appeal in the face of an open web that is gaining ground, proving more responsive to changes in privacy regulations, technological advances and user expectations.
But let's proceed in order and before understanding the change underway, let's start with the basics.
Walled Garden: What is it?
The term “walled garden” defines closed ecosystems in which data, content, and user interactions are confined within the platforms themselves.
Meta, Amazon, Google, TikTok: just refer to some of the big players attributable to this category to understand the characteristics of these systems.
Here, the owner companies choose the information, services or products to show to users, and all interactions take place in a controlled environment.
All this, as we anticipated, allows a very precise and centralized collection of data : every click, view of a product, interaction with a content or an advertisement is tracked, providing a rich source of information on user behavior .