Walled garden why

Some publishers, like the New York Times , have their own walled garden. These publishers create a community of user by designing a subscription funnel and pushing users in it. They charge readers a fee in order to access their premium content.

Generally, large publishers with significant influence and reputation in market are able to pull off this trick. This allows them to have better control over the user data while keeping up with website monetization via different methods like programmatic advertising , ad block monetization , and paywall implementation. A walled garden can be a challenge for new and small businesses publishers.

They have their own content driving traffic. But in order to enable targeting, publishers must share user data for advertisers to correctly target the audience.

This, in return, serves publishers with better revenue generation with display ads. Basically, when it comes to advertising, publishers have no other way but to share user data. However, the small niche publishers can get started with their own walled garden. Start by creating an audience base of people interested in same topics, conduct surveys and research; share them across platforms to further attract niche audience. Walled gardens choke the market of data and resources. But at the same time, they also keep user data secure.

In fact, this is the reason header bidding gained widespread adoption , which also serves as a good example for how walled gardens affect publishers.

With that, before an impression was served, AdX could review all competing bids and then had the opportunity to outbid them. However, the other exchanges did not get a chance to do so. Header bidding levelled the playing field by allowing all exchanges to simultaneously bid on every single impression, resulting in better yield for publishers. Large publishers with sizable first-party datasets end up building walled gardens of their own, giving some users ad-supported content, while offering subscriptions to others.

Because they know their assets are so valuable that advertisers will build entire campaigns around them. Imagine that you own arguably the best data in a vertical, such as travel, property or automotive. Would you make more money and gain more value for your firm selling data in a Walled Garden or in an open fashion? For media, the argument is less cut and dried. But if you have unique inventory and formats, and can lock advertisers into a Walled Garden it can be effective.

Having a Walled Garden means that real care is being made in the setup and packaging of data — if you fail to do this then the Walled Garden fails.

Each Walled Garden needs to very succinctly answer a value proposition in order to exist, something I think the open data layer has occasionally lost. Walled Gardens are often also better serviced in terms of finding strategies of use, setup support and best practice guides. And finally, they are self-serve and fairly easy to use by design.

Running one Walled Garden can be done very simply, but handling multiple Walled Gardens alongside an open RTB program requires technology and expertise. This type of configuration restricts users from accessing certain resources.

The walled garden method is widely used by mobile phone companies. It is often used by mobile carriers in wireless devices, such as smart phones, to provide limited content to users. The part of the Web that can be accessed by users is referred to as the walled garden. Although a walled garden offers easy navigation options, it is unpopular with many users because the content offered is limited and is only a part of what the Internet has to offer.

By: Justin Stoltzfus Contributor, Reviewer. By: Satish Balakrishnan. Dictionary Dictionary Term of the Day. Natural Language Processing. Techopedia Terms.