Why do walled gardens succeed?

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Consumers spend 66% of their time online on the open Internet.
Trade Desk
Yet only 40% of advertiser budgets are allocated to the azerbaijan phone number material open Internet, and in the important commerce category, 73% of online shopping takes place on the open Internet.
Although users spend most of their time on the open web, closed networks have several advantages that allow them to increase their relative share of online marketing budgets.
Date: Due to changes in data policies and laws, Google, Meta, Amazon, and TikTok have valuable data on: First-party user data, including user engagement data patterns.