In AdExchanger's Data-Driven Thinking column, Tom Triscari, CEO of Labmatik takes a fascinating look at walled garden trends, analyzing four eras of walled gardens in terms of bargaining power and the
two main forces driving growth. "It became apparent that innovation and investment ebb and flow from one era to the next. Advertisers with data prowess will maintain bargaining power in a walled
garden world." Triscari argues that unlike topics like ad blocking, header bidding, viewability, transparency and tech taxes, walled gardens "are cyclical with profound long-term implications". He
maintains that all walled gardens must eventually come down but in the near-term and in 2016, we'll see more of them. He includes a very cool graphic and you can access the PDF
here.
Read the whole story at AdExchanger »
