But this can be a tremendous point of frustration for brands that want to use the data housed by the big dogs of ad tech – Facebook, Google and Amazon – to optimize their marketing beyond those relatively closed-off portals.
Because it’s unlikely these already-existing walls will soon crumble, AOL has an opportunity to push an open platform vision to differentiate.
Walled gardens send the ad tech industry backward, said AOL Platforms CEO Bob Lord during a programmatic forum AOL hosted at its headquarters Tuesday. As a proof point, he noted that about 50% of brands it works with will likely own their own data-management platform.
“We’re going toward an open stack, an open data strategy,” he said. “We will allow advertisers to import data into our platform and activate that against media, and we’ll share that data with our partners to activate in their channels and put in their CRM.”