A. Guttmann
Research Lead covering media
Walled gardens - statistics & facts
Marketers worry that the disappearance of third-party cookies will make accurate targeting impossible. Yet, Google, whose ad revenue constitutes more than three-quarters of its total revenue, is pushing to complete the process, despite various headwinds. It can do that because its own targeting capabilities will not be affected. Google is a master of data collection. Anybody who has an Android phone, uses Gmail, YouTube, or even just googles things is tracked, and the data 鈥 anything from personal information over search terms, contacts, in-app ads you click, the content of your Google Drive and Google Calendar, to watch history and likes 鈥 is saved and can be used for targeting purposes. Companies that collect data like that are called walled gardens: Closed ecosystems where the publisher controls all advertising processes, safeguards user data, and does not share information with outside parties.
