publisher walled gardens

Marketing typically depends on the thoughtful and strategic allocation of limited financial resources. Creative matters, but putting money behind the channels that will truly drive growth is the key to success, writes Cory Davis, VP of media and madtech at Infutor – which is why marketers will have to continue testing, learning and adjusting to new channels as they grow their businesses.

Half of the $200 billiion ad market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. But despite representing such a massive chunk of the marketplace, mid-market advertisers face many constraints with few tools to answer the most basic existential questions in advertising, writes Marilois Snowman, CEO & Founder of Mediastruction.

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Sahil Shah, head of programmatic sales, in North America for Future plc. The phrase “walled garden” has carried a negative connotation in the advertising space for a while. It evokes exclusivity, a lack of interoperability, […]