For over a decade, walled gardens have been a certainty for brands and advertisers : a large number of users willing to spend a good part of their time online, a great ability to personalize the content offer and target their audience, thanks to a deep knowledge of data, personal information and interests. But in recent years, the situation  changed. Walled gardens are gradually losing their appeal in the face of an open web that is gaining ground, proving more responsive to changes in privacy regulations, technological advances and user expectations. But let’s proceed in order and before understanding the change russia whatsapp number data underway, let’s start with the basics.

Walled Garden: What is it?

The term “walled garden” defines how accurate will the extracted data be? closed ecosystems in which data. Content, and user interactions are confined within the platforms themselves. Providing a rich source of information on user behavior . With all the data collected. It bf leads is possible to create detailed user profiles to be used for profiled target audiences to be reached with targeted advertising, thus increasing the effectiveness of your advertising campaigns.
>It is therefore no coincidence that, as reported by eMarketer. Meta and Google were the destination, in 2023, of more than 60% of global advertising spending. Advanced profiling thanks to first-hand data. But not only: let’s start with a significant figure to also introduce some less positive aspects that concern walled gardens. According to Statista. In 2014, walled gardens occupied 62% of the time spent online in the United States by an adult audience. A percentage that fell to 39% in 2023.
>This figure is indicative of a progressive lack of interest on the part of the public in the use and enjoyment of walled gardens themselves . The reason is certainly attributable not only to a progressive loss of interest in the content offered, but also to the growing interest of users in their privacy. One of the least transparent aspects of walled gardens is the management of the data itself. Users have little control over the first-party data and how it is used: the process by which each company manages the data is, in effect, considered proprietary. Additionally, most platforms only allow advertisers to see aggregated metrics, leading to performance transparency issues.

Open web: the increasingly “real” alternative to walled gardens

It is precisely on this last point relating to the transparency of walled gardens that the open web strengthens its position as an effective channel for transmitting advertising campaigns . The term “open web” refers to the Internet ecosystem in which data and information are accessible without restriction. This includes websites.