Walled Garden data monopolies (Google, Facebook, Amazon) have either released, or are in beta, with data hub products. These data hubs enable advertisers, and select partners, to access data through user-privacy preserving aggregation screens. Some data hubs will allow advertisers to federate distributed restricted access data, but not in a manner required for market-representative cross-channel measurement and attribution. The good news is that data can be entrusted at a micro-aggregate level.
In this presentation, our Chief Data & Technology Officer Dr. Michael Cohen specifically addresses:
- Three practical data challenges facing all data-driven advertisers invested in walled garden media platforms
- The definition of data federation within the context of media impact measurement and planning
- Three approaches to federate walled garden data with first-party and other data sources
- Major risks and potential paths for remediation for each approach
