Walled Gardens vs. Open Gardens in CTV Advertising

This chapter tackles the debate between walled gardens and open gardens in connected TV advertising, discussing their respective advantages in terms of control, flexibility, and scale. The speakers explore critical marketing elements such as attribution, identity, and data portability, illustrating how different systems affect strategic decision-making for advertisers. Ultimately, the conversation highlights the complexities marketers face in balancing effective spending with the need for transparency and adaptability.