Brands Seek Data Control as Frustration Grows with “Walled Garden” Ad Platforms

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Brands are increasingly looking to prioritise generating and securing their own customer data, and are chafing at their reliance on opaque third-party advertising platforms like Facebook and Google, a major Adobe marketing report showed today.

The Digital Trends Report is based in a survey of 13,000 marketing, creative and technology professionals around the world. Nearly half (44 percent) of respondents cite “walled garden” data silos as their “number one headache”.

(This refers to external advertising platforms that require brands to relinquish control over their data. Brands are looking to break away from this model so they can deliver more personalised customer experiences

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