Private Garden FAQs

Answers to the most commonly asked questions about the private garden.

What is a “private garden”?

The “private garden“ is a response to the “walled gardens” of Facebook and Google. Publishers own and have total control over their first party data and revenue management, and can reduce their dependence on the duopoly by tilling their own private gardens.

With a private garden, publishers are self-sufficient in understanding and nurturing their audience life cycles and delivering greater ad experiences through activating their rich audience data.

As an essential differentiator for publishers to play by their own rules and drive value from their loyal audience, private gardens allow publishers to better optimize yield, through improved demand platform partnerships and enhanced relationships with data providers.

Why the private garden?

First party data is valuable because it gives deep insights into user behavior and brand relationships. This audience data from customers and users includes behavioral, CRM, suscription, cross-platform and social data. It’s truly a missed opportunity when a business doesn’t exploit its first party data.

However, even if brands and publishers de-identified their first-party data, it may not be completely anonymized, allowing reversibility and user re-identification that could be exploited by competitors or bad actors. Data leakage is a real concern, so, it’s imperative that the information is stored, used and transferred in a secure manner, especially when it includes personally identifiable information (PII).

With the deployment of Smart’s data-protective platform, publishers can leverage premium context in safe and protected environment, driving user lifetime revenue while protecting key assets. Within their own “private garden“, a publisher can create their secure customer data platform for audience segmentation, and push anonymized IDs to a trusted supply-side partner. Smart’s SPP can then synchronize blind user segments, but not identifiable user profiles.

By taking these precautionary measures, publishers can reduce the chances of their valuable data being used against their best interests.

How can publishers benefit from the private garden?

The private garden enables publishers to be data protective and have total control over their inventory. Smart’s platform and tools help publishers leverage the same advantages as alliances, but without actually forming them. The result? An activation of valuable audience data, which ensures the highest impression.

An erosion of trust, inventory and ad tech overload, and walled garden dominance has shown us that the current digital advertising model has reached its limits. The digital world is increasingly focused on providing the user with high-quality ad experiences. In addition, the market is moving back to private transactions. These two trends make it the perfect moment for publishers to create and control their own marketplaces driven by quality and trust, featuring their loyal audience.

How do I know if I need a private garden?

The industry has reached the point when a change in the Facebook algorithm can put entire publishers out of business within in the span of a week. That said, all publishers should be looking to boost monetization without having to rely on the prevailing walled gardens. Private garden solutions are for publishers who want to take back control and regain confidence by unlocking the potential of their valuable audience. Smart’s expertise and mature tech platform have already attracted hundreds of forward leaning publishers, from tech companies, to news websites, to personal finance software apps. The private garden is especially relevant to data sensitive publishers with premium audience data.

Are your products related to the private garden?

Being positioned as a fully transparent holistic ad monetization platform, Smart makes its customer’s data actionable, allowing them to activate segments that are ready for targeting and optimization for both programmatic and direct sales. It’s integrated platform, by nature, drives higher publisher CPMs.

Who else is talking about the private garden?

The private garden concept is linked to a host of current ad tech themes and challenges, including data leakage, security, GDPR, the duopoly, ad blocking, user experience, and, of course, walled gardens.



Private Garden Bylines and articles featuring Smart Thought Leaders

Did Publishers Lose the Battle Against FB & Google?
Private Gardens And Other Potential Hedges Against Data Leakage
Publishers’ Path Leads To Private Garden
The Ad Industry Post-Chrome Adblock
Thriving Outside of the Walled Gardens
Treat the underlying causes, not the symptoms of marketplace inefficiency