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A major question still to be answered is whether Walmart will emerge as yet another walled garden like Amazon, Google and Facebook.
Overall, marketers and media buyers will need to rethink their relationship with data as a result to avoid becoming too dependent on walled gardens, according to buyers.
These are safe spaces where one party can give a partner access to their data-rich walled gardens while retaining an edge, while data-poor partners can gain insights and context to help them bolster their targeting efforts.
These “walled gardens” account for a majority of the online activity in China.
With cookies allowed only in first-party situations, platforms like Google, Amazon, and Facebook will have a walled garden advantage.
A House panel that spent more than a year probing dominant tech companies accused Google of stealing content from rivals to create a “walled garden” to keep users on its properties, rather than directing them to other sites.
One area in which working together is particularly critical is bringing identity solutions to bear outside the walled gardens worldwide.
In theory, an open consortium of compliant data is wonderful, but it seems as though some companies are merely racing to become the next walled garden — and the jury is still out on quality.
Marketers who wanted to reach consumers efficiently outside of the walled gardens have long relied on the third-party tracking cookie.
Within that customer service is a huge industry that stretches well beyond the Facebook walled garden.

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Roget's 21st Century Thesaurus, Third Edition Copyright © 2013 by the Philip Lief Group.

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