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Are Walled Gardens the Future?


Marketing Horizons: Are Walled Gardens the Future? With Heather Blank

Why do walled gardens exist in the first place? The answer is quite simple, because they can. When it comes to advertising, giant firms like Facebook and LinkedIn hold all their own cards. And with the demise of 3rd party data and cookies, the amount of data they have on users who readily allow access to personal information is unprecedented. But we are learning that this may spell bad news in the future for us marketers. Listen in to this episode with Heather Blank on how Walled Gardens will impact the future of advertising.

Three takeaways:

  • Solutions seem to be potentially available on both the marketer side for interoperability and on the consumer side for universal consent, if only all the parties can figure out a way to get there, so that's positive and exciting.
  • If you have a unique community culture, a very vertically focused, niche audience and you have a portal or a data environment, maybe now’s the time to push that consent, maybe now's the time for you to develop that consent management and take advantage of that for a walled garden environment that makes some money because there may be lots and lots of advertisers and marketers who want access to your very targeted community and are willing to pay for it.
  • The problem for marketers and all of this is that we have been challenged with moving even closer to the omni-channel view of our audiences that we have been striving for decades, which is now challenged with walled gardens.

About our Guest

Heather Blank Heather Blank has over 20 years of experience scaling and innovating the go-to-market strategies of digital enterprises. A background in both client-side and in-house technology roles gives her a unique perspective and solutions-oriented approach to product innovation. Heather started her data career running the first digital CRM program for PETCO Animal Supplies and has worked to build successful data businesses for Responsys, Oracle Data Cloud, Datalogix and MediaMath. In her current role as SVP Data Solutions at Revenue Vision Partners, she helps clients in retail, financial services and adtech develop data monetization strategies. Heather graduated with a B.A. in journalism from the University of Arizona and lives in San Diego with her husband and two children.

Meet the Hosts

Cyndi Greenglass

Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.

Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.

Ruth Stevens

Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.

Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.

WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!