Alex Merwin, SpotX VP, international, explains possible alternatives to the industry’s walled gardens when it comes to conducting successful cross-screen campaigns without sacrificing their first party data.

Much of the discourse around walled gardens – web giants with the power to match consumer identities across screens – comes with an us-versus-them mentality. Certainly, these digital media powerhouses, which account for around half of all digital ad spend, want to maintain control of their audience data and the budgets it attracts.

But for app developers, website publishers, broadcast companies and other media owners, the walls create an environment where premium ad opportunities Read full story ›

Source: The Drum