ANA Members on Walled Gardens: Overwhelming Support for Independent Audits by Media Rating Council

A walled garden is a platform where the carrier or service provider has control over applications, content, and media, and restricts convenient access to non-approved applications or content. In the advertising industry, many large digital enterprises are walled gardens.

In advance of the just-completed ANA Media Conference, we asked ANA members for their perspective on recent developments related to walled gardens. The specific question was:

A walled garden is a platform where the carrier or service provider has control over applications, content, and media, and restricts convenient access to non-approved applications or content. Facebook and YouTube are two examples of walled gardens. Recently, Facebook and YouTube announced that they would break down their "walled gardens" and allow independent audits by the Media Rating Council. What's your view of these developments for the advertising industry?

The results: Eighty-nine percent of respondents view these developments as positive for the advertising industry — 57 percent very positive and 32 percent moderately positive. Meanwhile, 8 percent were neutral, 3 percent were moderately negative, and no one was very negative. One hundred thirteen (113) ANA members responded.

Click Download Now to read the full white paper.

Source

"ANA Members on Walled Gardens: Overwhelming Support for Independent Audits by Media Rating Council." ANA, 2017.