The walled gardens of Facebook and Google and siphoning up all the online ad money, leaving hundreds of publishers to compete for what’s left. But what if those publishers could join together to create gardens of their own? Then, brands and agencies could buy at scale and even get better ad transparency than Google and Facebook offer.
OpenAP Points the Way
“There’s a lot of opportunity in this space,” says Christine Cook, senior vice president of global sales and brand strategy for Great Big Story. “One thing that Turner has done recently is participate in leading OpenAP, which allows buyers and brands to access audiences across all of the major broadcast networks, simplifying it for brands.”
Interoperability Is Crucial
“Ultimately, too many gardens is actually going to hurt the industry because you’re creating more friction for advertisers,” explains Jay Prasad, chief strategy officer for VideoAmp. “You want to make it easier for people to advertise. You want to make it better for consumers to get good ad experiences. You don’t want them to have frequency overload. I think a trend that is forming is how to make the walled gardens more interoperable. So, if you want to protect your data and you want to be able to create your own types of ad solutions, that’s great, but you also have to be flexible to make it work across a broader subset of partners.”
“The publishers banding together on things like OpenAP, common audience definitions, software on how you bring digital and traditional buying and selling together, those are all efforts to make this easier and more efficient for brands and agencies to buy,” adds Ramsey McGrory, chief revenue officer for MediaOcean. “That’s a huge step toward what Google and Facebook are providing.”
For more walled garden advice from the experts, such as how to get transparent and accurate performance metrics, watch the video below.