Next in Media
How Brands Can Fight Back Against Walled Garden Dominance
Dec 30, 2024
Michael Pollack, Managing Director of Digital Media Solutions at Epsilon, dives into the ever-challenging landscape of digital marketing. He discusses how walled gardens limit marketers' customer engagement and the importance of a unified view of identities. Pollack emphasizes the need for robust identity resolution amid signal loss from cookie declines and the necessity of AI integration for effective personalization. He also highlights the balance between privacy and personalization, urging brands to reach new audiences rather than over-targeting.
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Quick takeaways
- The dominance of walled gardens restricts marketers' customer engagement, underscoring the need for strategies that extend beyond these closed ecosystems.
- Epsilon's identity resolution approach, utilizing multiple identifiers, enables brands to gain a comprehensive understanding of consumer behaviors and preferences.
Deep dives
The Challenge of Signal Loss in Digital Advertising
Signal loss is a critical concern in the digital advertising landscape, which is likely to persist into 2025 despite recent developments like the delay of third-party cookies. The rise of a logged-in, walled garden world is feared by marketers as it limits their ability to reach and understand consumers due to reduced data availability. Research shows that a significant portion of American consumers spend much of their online time on the open web, emphasizing the need for advertisers to capture audience attention outside these closed environments. Without effective strategies to address signal loss, marketers risk being confined to a narrow view of their customer base, inhibiting their ability to engage with potential clients effectively.
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