Marketers Use Walled Gardens Despite Brand Suitability Worries: DoubleVerify
In a global survey from DoubleVerify, 65% of marketers expressed concerns about brand suitability within walled gardens, which 88% of them are using for advertising. Perhaps unsurprisingly, marketers at companies with 5,000+ employees were more concerned about brand suitability than marketers at smaller companies. Since 30% of consumers made a purchase directly through a social media platform in the past year, getting walled gardens right is valuable.