Walled garden что это
walled garden
Смотреть что такое «walled garden» в других словарях:
walled garden — noun 1. A garden enclosed within high walls 2. A controlled secure environment, such as an Internet service with restrictions preventing those using it from accessing anything beyond its confines • • • Main Entry: ↑wall … Useful english dictionary
Walled garden — A walled garden is a garden enclosed by high walls.These walls may serve a decorative or security purpose, but their original function in the north temperate zone was to shelter the garden from wind and frost. This shelter can raise the ambient… … Wikipedia
Walled Garden — Dieser Artikel wurde aufgrund von inhaltlichen Mängeln auf der Qualitätssicherungsseite der Redaktion Informatik eingetragen. Dies geschieht, um die Qualität der Artikel aus dem Themengebiet Informatik auf ein akzeptables Niveau zu bringen. Hilf… … Deutsch Wikipedia
walled garden — n. Content or services that exist within a private, controlled environment instead of a public, open environment such as the Internet. Example Citation: AOL brings a particularly ferocious reputation for keeping control of the customer. It has… … New words
walled garden — UK / US noun [countable] Word forms walled garden : singular walled garden plural walled gardens computing a website that you need a username and password to use or that limits what you can look at … English dictionary
walled garden — noun a) A garden enclosed by walls for purposes of shelter or decoration. b) A closed set of information services provided to members only … Wiktionary
walled garden — /wɔld ˈgadn/ (say wawld gahdn) noun 1. a garden enclosed by walls along its boundaries. 2. Commerce a sphere in which a business has a monopoly … Australian-English dictionary
Walled garden (disambiguation) — Walled garden can refer to:* Walled garden, a garden surrounded by walls * Walled garden (media), a closed or exclusive set of information services provided for users See also: gated community … Wikipedia
Walled garden (technology) — A walled garden, with regards to media content, refers to a closed set or exclusive set of information services provided for users (a method of creating a monopoly or securing an information system). This is in contrast to providing consumers… … Wikipedia
walled — [wo:ld US wo:ld] adj [only before noun] walled garden/city/town etc a garden etc that has a wall around it … Dictionary of contemporary English
Garden — A garden is a planned space, usually outdoors, set aside for the display, cultivation, and enjoyment of plants and other forms of nature. The garden can incorporate both natural and man made materials. The most common form is known as a… … Wikipedia
What is a Walled Garden? And why it is the strategy of Google, Facebook and Amazon Ads platform?
Some might wonder how can those companies take such a big share in the market while others are left on the side of the road, slowly suffocating in a very competitive market, such as traditional Publishers/media groups.
There is no single reason, but one of the key success factor of those companies relies in how they are packaging their marketing services and offering access to their Data through a Walled Garden approach.
What is a Walled Garden?
A Walled Garden is a closed ecosystem in which all the operations are controlled by the ecosystem operator.
A great example, from history, is the telecommunication industry during its maturing days in the 70s. At some point, only phones devices manufactured by the telecoms operator themselves could connect to their network. For example, in the USA, Bell System was owning all of the phone hardware that its customers were using. Buying our own phone wasn’t possible but things have significantly changed since then 🙂 …
So, even if history is showing us that the Walled Gardens are disappearing on the long term and replaced by open ecosystems that are eventually bringing more value, this is often the best way to have the most profitable business in the maturing days of any industry.
More recently, we can also cite Apple that is controlling the whole iOS ecosystem by having an overall control over iOS applications. Their motivation is to be included in all the most profitable value chains built on their platform (payments / ads / data / video / music / etc.).
In the Digital Marketing field, you have reached the “Walled Garden” level when you can force your clients to use your whole marketing stack to run their campaigns:
And then, the magic part is that even if you give all the proper features needed to manage campaigns, you don’t allow your customers to export any data. You only give them aggregated metrics that you measured. This is the key to stop Data leakage.
As we’ll see later, this approach is currently the best one to take the best business share with the current market if your are a Publisher / Media group. Of course, this isn’t easy to do and it requires a lot of Business and Technical effort to get there. But the GAFAs have already managed to do it, and it’s about time to catch up.
Let’s analyze the Facebook Walled Garden with a Case study to see how they manage to make such a difference in the market. We’ll see the pros of this strategy at each step.
Case study: Running a retargeting campaign on the Facebook Walled Garden
In general, there are 3 simple steps during a retargeting campaign:
1. How to track users
To track a user, an Advertiser can either:
With option 1., the Advertiser is the single one to know about their Users behavior on its own website. He can then decide whether he wants to share this data, how, which Data exactly and to whom.
With option 2., the partner (e.g. Trading Desk / Retargeting platform / Walled Garden provider / etc.) is the one possessing information of users actions and can reuse it later for his own segments/recommendation engine/look-alike/data reselling activities/etc.
As Facebook is a Wall Garden, the only option supported is the option 2. as they do not provide any DMP or DSP integration capability (e.g. no cookie matching).
And, as we are talking about Facebook, one of the major tech company of the world, it’s hard to think that it is a “technical difficulty” that is preventing them from following option 1. This seems to be a deliberate choice to force Advertisers & Publishers to embed Facebook tracking pixels on their website so that they can gather even more data that what their social media is tracking by looking at the User navigation on various websites.
This is the first benefit of the Walled Garden: they are always gathering new data each time someone is using them. No exception.
Expose them with a marketing message
To diffuse an Ad on Facebook, you now must use their own in-house DSP system. There is currently no other option. A few months/years ago, it was possible to buy Ad Slots on Facebook inventory using 3rd Party DSP but this time is over (source). Again, it’s not a technical issue that made them close their inventory.
For Advertisers, it means that they have to take another tool in their marketing stack, which can be troublesome. But for Facebook, it is making a huge difference:
This is the second benefit of the Walled Garden: the full ad slot auction process is controlled directly by the owner of the Walled Garden, giving him the ability to optimize his revenue.
Monitor the performance of the campaign
While it is the area on which Facebook is being the most open, being the main reporting tool to track the performance of the campaign on its own network is giving them a lot of opportunities.
Firstly, it is very difficult to compare the results of a campaign performance between Facebook and other marketing network/tool as the indicators of the different system are always slightly different in their definition and method of calculation. This means that their Walled Garden is less put in competition with others marketing services providers.
Secondly, it is giving much less transparency about what it is really happening and can lead to some mistakes not being detected in time. For example, it is well known that Facebook miscalculated their video average viewing time for 2 years without having being challenged by any other reporting tool (source).
And last but not least, it isn’t possible to get the detailed export campaign logs from Facebook. If Advertisers want to calculate their campaigns attribution (e.g. the true impact of the campaign in terms of generated business), they have to give to Facebook the list of all the buyers so that Facebook can calculate the ROI of the campaign. This is giving them, again, more data about Advertisers’s customers.
This is the third benefit of the Wall Garden: hosting themselves all of the performance reporting tools, the Walled Garden restrain Advertisers from challenging the performance of the network.
Ok, looks great. So, how can I build my own Walled Garden?
If you are a Publisher and/or if you have interesting data through your business (websites/apps/services), the Walled Garden approach is the best one to monetize your inventory and data as explained earlier with the Case Study.
Business wise, building a Walled Garden is a challenge. It means that you have the size and the power of negotiation needed to sell a new private Advertising Network to Advertisers. This was “doable” for Google, Facebook and Amazon but this is way more difficult for a smaller company / Publisher. Even Twitter has some issue with its own Walled Garden (source).
To reach the proper size needed, the current market trend that we are seeing at mediarithmics is going through “ Data Alliance” of Publishers / data collector companies to put together their Data and Inventory. This may allow to reach the necessary size for a market entrance. We are helping the French “ Gravity” Alliance (>100+ French Publishers sites/apps) which is building its own Walled Garden using our technology (source).
Technically speaking, it means that you have to build / source your own marketing stack (DMP / DSP / DCO) so that you can offer to Advertisers what the others Wall Garden providers are offering (tracking people, exposing them, monitoring the whole performance of campaigns).
The key here is to be able to offer the complete range of services that Advertisers are requiring. If you have to integrate with 3rd Parties provider (DMPs / DSPs / DCOs), you’ll have some breaches in your Wall Garden.
As the AdTech/MarTech market is still very fragmented, it can be a nightmare to assemble all of these pieces together (integrating different solutions together, sourcing or developing part of them in-house, etc.).
If you are looking for an integrated platform (DMP / DSP / DCO) that is open by design (API first), feel free to reach out to us mediarithmics (website).
Чего ожидать от рынка данных? Будут ли доминировать walled-garden-решения или есть альтернативы?
Александр Папков, Media Direction Group
В первую очередь — роста объема и количества источников данных. Поток сырых данных огромен, но их эффективное использование возможно только в случае формирования на их основе качественных сегментов. И именно решения в области создания и их использования выйдут на первый план в ближайшем будущем.
В рамках существующих walled-garden-решений данные играют одну из ключевых ролей. Но существуют и публично доступные данные и запрос на открытые платформы, которые позволяют оперировать ими. Полагаю, что именно такие решения займут со временем значительную долю рынка, но пока что сохранится лидирующая роль закрытых экосистем.
Микаэль Гусейнов, Scanners
Поставщиками данных, которые можно применить в кампаниях федеральных масштабах, являются крупнейшие компании. Если Сбербанк запустит решения для рынка на своих данных, будет ли это walled-garden-решение? Вероятно, да, — вряд ли туда пустят стороннего верификатора. Или коллаборация X5 Retail Group и Mail.ru Group — наверное, это все же walled-garden-решение. Для появления маркетплейса данных с верификацией не созрели условия спроса со стороны средних и мелких компаний. Ключевой драйвер в прикладном применении данных — это возрастающие требования клиентов по применению их собственных накопленных данных и повсеместном внедрении CDP.
Кристина Мовсесян, Amnet (Dentsu Aegis Network Russia)
Рынок данных продолжает развиваться, мы видим, что данных и поставщиков с каждым годом все больше. Но чем больше данных на рынке, тем больше вопросов к качеству этих данных и их происхождению. Поэтому параллельно с ростом рынка возрастает ценность экспертизы по работе с этими данными, подбору и аналитике. Кроме этого, все более важным становятся 1st party данные, заведомо более качественные и эффективные; соответственно, растет спрос на инструменты для работы с ними, такие как DMP и CDP.
Антон Афанасьев, Unilever
Ключевое ожидание — это рост как количества, так и новых источников данных на рынке в целом. Все больше экспертизы по работе с данными будет переходить на сторону клиентского бизнеса. Площадки, оставаясь закрытыми системами, будут предлагать решения, позволяющие работать с данными на собственном инвентаре и без возможности вынести их за пределы своих экосистем. Вопрос качественного и безопасного управления данными на стороне бизнеса станет краеугольным. Пользователь как главный генератор данных получит над ними больший контроль.
Дмитрий Федосеев, OMD OM Group
Данных скоро не будет. Конечно, не в следующем году, но на американских конференциях уже сегодня уважаемые люди из крупных компаний серьезно обсуждают, как лучше настраивать контекстный таргетинг без капли 3rd party data. Эдакий 2010 год рунета.
Все верят, что там выживут лишь Google, Facebook и Amazon, которые уже сейчас занимают больше половины programmatic-рынка США. У нас же, скорее всего, останутся лишь локальные Walled Gardens, или вообще — все данные будет контролировать только государство.
What Does ‘Walled Garden’ Mean in Ad Tech?
Ever wondered how Google manages to know the exact problem faced by users to offer the right solution? Not just Google, services provided by its competitors like Amazon and Facebook are no less astonishing. The answer for such success is access to the right user data.
Specifically in ad tech, data plays an important role in defining the success of a business. This is when ‘walled garden’ as term used to define the use of data by these organizations.
In this post, we mean to unlock the way walled garden affect the digital advertising market.
History of Walled Garden
The term ‘walled garden’ was first coined by John Malone, the founder of Tele-Communication Inc. later acquired by AT&T. This term is, since, being used by various industries, but mainly in the context of a closed platform.
The first example of a walled garden recorded in the 70s. Bell System, a telecommunication industry in the USA decided to design a hardware specifically for their own network users. The hardware (phones) is supposed to be leased from the company rather than owned by the users.
Fast forward a few decades, you can see walled gardens everywhere. From ISPs to local ice-cream stores, every business likes to keep a record of their users in their own way.
So, What is a Walled Garden?
A walled garden is an organization which keeps its technology, information, and user data to itself, with no intention of sharing it. In simpler words, a walled garden is a closed ecosystem, operated by people within the ecosystem, without the involvement of an outside organization.
In ad tech, the exchange of user data via cookie syncing between parties is necessary in order to show relevant ads and maximize revenue. However, walled garden makes the job tricky for this exchange.
Google, Facebook, and Amazon are three ad tech giants, who pocket more than half of all the digital ad spend. While Google partners up with other firms (small or large), Facebook and Amazon like to keep their walls as high as possible when it comes to data sharing.
Let’s Talk About Google/Facebook Duopoly
The reason why users (publishers and advertisers) are drawn to these walled gardens is the accuracy offered by them. When it comes to user targeting, the pool of unique first-party and third-party data becomes the driving factor for users.
Google is known to offer holistic products like AdManager to become one-stop solution for publishers. And Facebook is responsible to lead 83% of social ads, hence, is popular among advertisers trying to reach audience via social platforms.
These facts should help you understand the success of this duopoly:
Now imagine the times you have used your mobile phone or desktop while logged into Gmail and Facebook. All those time, every Google search you made is recorded by Google. And every app you used in your mobile, Facebook known about them.
Publishers and Walled Garden
As matter of fact, any service provider can create its own walled garden including publishers.
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. This is to make sure that a reader/user only gets the information via their site and not social or referral shares.
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). If you don’t share your data, then nobody (other DSP’s, SSP’s and exchanges) will share their data with you.
But do publishers need outside data?
Most publishers don’t really need much data from outside. They have their own content driving traffic. It’s the advertisers and marketers who are in constant need of user data to make their advertising and marketing campaigns successful.
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.
Pros and Cons of Walled Garden
Walled gardens choke the market of data and resources. But at the same time, they also keep user data secure. Which brings us to its pros and cons.
In Closing
In ad tech, walled gardens have a monopoly over the market, ruling over data and resources. Independent companies are stuck dealing with the little what they have in terms of users, control, and money.
Walled gardens like Google and Facebook are earning higher margins year-on-year while maintaining a firm grip on the market. These companies offer incomparable digital advertising scale and targeting and those in the independent ecosystem might feel choked out of the information and spend coming their way. Considering the influence of these businesses, it’s hard to expect equality in advertising market for independent businesses, for now.
Frequently Asked Questions:
A walled garden is an organization which keeps its technology, information, and user data to itself, with no intention of sharing it. In simpler words, a walled garden is a closed ecosystem, operated by people within the ecosystem, without the involvement of an outside organization.
Walled garden ensures better accuracy, security, and cross-device targeting.
Walled gardens choke the market of data and resources. They are difficult to manage and require brands to frequently come up with innovative ideas (targeting, ad types, reporting functionality) to keep users engaged.
Создание списка исключений Walled Garden на MikroTik для настройки Wi-Fi авторизации
для настройки Wi-Fi авторизации Global Hotspot (guest/captive portal)
Для доступа неавторизованных клиентов гостевой сети Wi-Fi к внешним ресурсам Интернет существует механизм доступа к хостам без авторизации — Walled Garden. В зависимости от производителя оборудования название механизма может отличаться: Walled Garden IP List, Walled Garden, Pre-Auth access list, Access Control List (ACL), White list, Pre-Authorization access list, Trusted hosts и др.
Например, для оборудования MikroTik этот механизм называется Walled Garden IP List, в Ubiquiti Unifi — Pre-Authorization access list, в Motorola WING 5 — DNS white list, в Zyxel Keenetic — UAM allowed.
В личном кабинете Global Hotspot https://a.glhs.ru в разделе Заведения/Места/Создать конфигурацию выбираете тип оборудования MikroTik.
В итоге вы получите список исключений, которые нужно добавить в маршрутизаторе MikroTik.
Для настройки Walled Garden на оборудовании MikroTik необходимо перейти в раздел IP —> Hotspot —> WalledGarden IP List. В текущем разделе нажимаем плюсик, как показано на картинке ниже.
В появившемся окне проверяем, что значение параметра Action установлено accept, и в поле Dst Address указываем недостающие адреса.
Сохраняем изменения. Повторяем последовательность действий для всех адресов из списка исключений.
Для добавления хостов по URL необходимо перейти в соседнюю вкладку Walled Garden.
В текущем разделе нажимаем плюсик, как показано на скриншоте ниже.
В появившемся окне проверяем, что значение параметра Action установлено allow и в поле Dst Host указываем недостающие адреса.
Сохраняем изменения. Повторяем последовательность действий для всех доменов из списка исключений.
На этом настройка Walled Garden на MikroTik завершена.