Brands Retreat Behind Walled Gardens as Data Privacy Efforts Take Root

Adapt your ad efforts within the walled gardens of YouTube, Amazon and Facebook

Ongoing data privacy regulations and consumers’ accelerated adoption of digital channels are upending traditional ad placements.

Digital marketing leaders cannot rely on user-level identifiers like they used to. As third party cookies and device identifiers are restricted, marketers are placing more of their advertising dollars within “walled gardens” — giant, consumer-facing digital platforms such as Google, Facebook (now Meta) and Amazon.

In this research, you’ll learn how brands across industries are advertising within walled gardens as they brace for evolving data privacy regulations and adapt to consumers’ accelerated adoption of digital channels. You will get insight into:

  • Data privacy best practices for advertising within walled gardens
  • Digital advertising examples from best-in-class brands to make more strategic use of your own ads
  • How to remain agile across your media mix
  • How to prepare for the future of data clean rooms

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    Brands Retreat Behind Walled Gardens as Data Privacy Policies Take Root

    This research is part of an ongoing series stemming from our annual Digital IQ: Advertising Benchmarks for 2021. With digital advertising now capturing 11.2% of marketing budgets, walled gardens will continue to grow in importance as marketers seek safety and reliability in their adtech platforms. However, in exchange for greater safety and reliability, marketers relinquish transparency and control. Get our data privacy best practices and prepare, plan and adapt to new ad tech privacy regulations and make more strategic use of your own ads within these walls as competition heats up. Although Gartner’s Digital IQ measures the overall digital advertising trends, this research serves as a deeper analysis into brands’ walled garden advertising efforts across Google-owned YouTube, Amazon and Facebook (Meta).