The Walled Gardens: Inside Alphabet, Meta and Amazon’s Advertising Dominance

Share Share Share Share Email Walk through the programmatic advertising ecosystem and you will eventually hit a wall. Actually, you will hit three of them. Alphabet, Meta, and Amazon have each constructed advertising environments so complete, so deeply instrumented, and so commercially self-sufficient that the data, the audiences, the inventory, and the measurement all remain firmly inside their perimeters. What the industry calls walled gardens are not metaphors. They are the defining architectural feature of modern digital advertising, and understanding what sits behind each wall explains why three companies headquartered within 50 miles of each other in the United States…