Walled garden
An ad platform that keeps its data and measurement inside its own system, such as Google, Meta or LinkedIn.
What it is
Each platform sees what happens on its own properties and reports results by its own rules. Advertisers get the reports, not the raw data behind them.
Why it matters
For lead generation and e-commerceEach platform's numbers are honest by its own rules and still not comparable with the others, and none is built to move budget to a competitor.
In practice
Advertisers bring platform data together with their own records, such as leads, deals and orders, to compare channels on one basis.
A common mistake
Adding up conversions reported by each platform. The same customer is often claimed by several.
The platform selling the ads also grades them. Adgentic OS judges each ad by the leads and sales it brings, and the budget follows.