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Direct-to-consumer brands, historically very performance-driven, are breaking away from walled garden metrics from platforms like Meta and Google, relying on third-party measurement firms and their own data to measure effectiveness, according to four sources.
Over the past decade, walled gardens helped launch thousands of startups by letting them buy cheap ads to reach new audiences and bypass retailers. That symbiotic relationship was disrupted in 2021, when Apple killed third-party tracking on iPhones, making finding the right customers harder and more expensive.
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