Schibsted's Custom Ad Algorithms Draw Mobile Budgets Back From Walled Gardens
· 26h ago · Originally reported by AdExchanger
Nordic publisher Schibsted Media is using custom-built ad algorithms to win mobile advertising budgets back from platforms like Meta. Citing industry data, 63.9% of advertisers shifted mobile spend from walled gardens to independent partners over the past year, suggesting the long-running budget drain to big platforms may be reversing.
Why it matters
If independent publishers can compete on targeting and performance with their own tech, advertisers gain alternatives to walled gardens, which could rebalance how digital ad money is distributed.
Explain it like I’m new here
It's like small shops building their own smart sales tools so customers start buying from them again instead of only the giant supermarket.
Read the original at AdExchanger
Terms in this story
Open web
The open web is the part of the internet outside the big closed platforms, such as independent websites, apps and streaming services, where ads are bought through shared, interoperable ad tech.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Walled garden
A walled garden is a large platform, such as Google, Meta, Amazon or TikTok, that controls its own users, data, ad sales and measurement inside a closed ecosystem.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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