Walled gardens – environments where media and often data are fenced off from open exchange buying – continue to rile many on the buy-side, to the point where even the Association of National Advertisers (the ANA) in the US have been taking them on publicly. Two of the most renowned – and controversial – are Facebook and YouTube, who have been criticised by many on the buy-side who have concerns about things like measurement, transparency and brand safety. However, many walled gardens – such as those used by the TV industry – aren’t necessarily a bad thing for advertisers and in many instances they actually simplify the ecosystem and thus serve both the interests advertisers and publishers, as Brian Golbere, GM of Emerging Technology at IPONWEB, explains here. Brian will be speaking at TV Rise in San Sebastian, June 6th to 8th, 2017, Filmed at the I-COM Global Summit in Porto.
