Scott Ries
Nov 30, 2017

Are you merely renting your customers inside a walled garden?

Digital media buying has to be in sync with the advertiser’s choice, not an enforced vendor list from the media provider, writes Sizmek's platform director.

Scott Ries

There is significant angst in the digital advertising market about the walled garden players dominating media buys and restricting access to audience data. 

However, I believe the primary question that marketers should be asking is this Do I own my customer relationship, or am I just renting an audience

If you own your customer relationship you should be able to put customer data in a file on your ad-server....

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