Open Internet Vs Walled Gardens

The debate is gaining momentum and rightly so!

% Time Spent by Consumers with Walled Gardens -34%

% Time Spent by Consumers in the Open Internet -66%

Despite the above :

% Ad Spend in the walled gardens – 60-70%

% Ad Spend in the Open Internet – 30-40%

And, I ,till this day, thought that advertisers go where the consumers are !

Advertisers must stand up and notice that both time and attention are heavily skewed towards the open internet and they should start finding ways to reach their audiences on channels, sites, apps or mediums where they are spending more time.

The first step towards making the best use of this is to build your own 1PD , build 1:1 relationship with customers and use various data driven tools –DSPs, Identity solutions to talk to them in the environment when they are most engaged in without undermining measurement and tracking.

Epsilon with its Core Identity offering is already leading in this space. Epsilon PeopleCloud Digital Media Solutions is the first offering to be accredited by the Media Rating Council (MRC) for correlated outcomes—a metric defined as an event (i.e. purchase, action, etc.) connected to an underlying ad served—across display and video advertising on desktop, mobile web and mobile in-app. The recognition validates the ability of Epsilon PeopleCloud DMS to tie online and offline marketing events to business outcomes.

I would rather say that 3P cookie deprecation has become a great leveller. It’s a blessing in disguise for Brands and they should not err the second time.

Look Beyond ! Ask Questions! Reset!

#epsilon #cookieless #firstpartydata #openinternet #

(The views and opinions expressed in this article are those of the author and do not reflect the official policy or position of the company he is employed in.)