Marketers Pooling Data To Bypass Walled Gardens: Forbes Insights and Criteo
This week’s articles have mostly been about industry trends, so let’s finish in the same vein with a look at threats to marketers. We’ll start with my favorite obssesion, the customer-access-blocking “walled gardens” of Google, Facebook, Amazon, Apple, and a few others. A Forbes Insights study for Criteo found that marketers are indeed concerned those giants will limit consumer access to their products and brand access to customer data. But it also reports marketers are fighting back by pooling their own data: three-fifths are already part of a cooperative and are pleased with the results.