Global Big Data Conference

In 2020, the digital walled gardens have more working in their favor than ever before. When you add Google's effective death knell to third-party cookies to the passage of CCPA's enforcement date, we see a dramatic acceleration of a trend that was already well underway: Closed ecosystems are garnering an insurmountable edge in the world of online advertising. Against the backdrop of the Covid-19 pandemic, mega-players like Google, Facebook and Amazon have only widened their moats. The advantages of closed ecosystems were indisputable well before the abolition of cookies, the go-live of new privacy laws and pandemic-driven consumer behavior shifts. That said, their advantage was built on technology that is rapidly becoming more democratized across the media landscape: artificial intelligence. As AI applications become more common and sophisticated among a diverse set of industry players, we're going to see the power within the media landscape continue to shift.