But even outside these walledgardens, attention has turned from squeezing every last drop of efficiency from display inventory toward the building of (automated) direct relationships. Direct buys may have a greater cost, but they offer much greater degrees of safety for advertisers. The effects of this shift have particularly impacted open exchanges. Real-Time Bidding.
The decision should be mandated companywide so that marketing and technology teams, for example, are working in their own walledgardens—all that will do is create more silos and barriers to overcome. While the allure of a “new” tool sweeping in to solve all problems is certainly appealing, sometimes it isn’t needed.
Ad avoidance is just one of the reasons the average non-walled-garden publisher is struggling with ad-based monetization, and alternative revenue strategies have been gaining importance in recent years.
While Fire TV penetration remains behind that of Roku, which is expected to hit 86.2 million users this year, it ranks well ahead of its walledgarden competitors Google Chromecast (31.6 million) and Apple TV (24.6 million).