November 2, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

Disillusioned DTC Brands Reject Walled Garden Measurement

Direct-to-consumer (DTC) brands, historically very performance-driven, are breaking away from walled garden metrics from platforms like Meta and Google, relying on third-party measurement firms and their own data to measure effectiveness, according to four sources. Over the past decade, walled gardens helped launch thousands of startups by buying cheap ads to reach new audiences and…
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