A platform that controls its inventory, its audience data, and its measurement, and shares access to all three only on its own terms. Google, Meta, and Amazon are the canonical examples. The data inside each is extensive. The data that flows out is limited by design. Advertisers get performance metrics from the platform's own attribution system, which has a structural interest in showing positive results. The practical response is to run incrementality tests and supplement platform reporting with independent measurement wherever the walled garden allows it.
Ad tech glossary
Walled Garden
Technical definition
A closed ecosystem where the operator has control over applications, content, and media, and restricts access to non-native components.
The ADLINGO translation
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Related terms
- Ad Rank
- Broad Match Modifier (RIP)
- Discovery Campaigns
- FLEDGE (First Locally-Executed Decision over Groups Experiment)
- FLoC (Federated Learning of Cohorts)
- Local Service Ads
- Match Types
- Maximize Conversion Value
- Negative Keywords
- Performance Max
- PRAM (Partnership for Responsible Addressable Media)
- Privacy Sandbox
Where this shows up
Google Monopoly for the CMO
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Monetizing AI Overviews
Ads in Google's AI Overviews are already natively integrated for immediate shoppability. What does this mean for advertisers, publishers, and the future of the ad supported Internet?
