In the current environment in our industry, it’s often hard to see through the relentless noise related to private eco-systems. It’s also hard to see past how this approach will only get worse moving forward, with large publishers and other platform players increasingly following suit and an ecosystem of federated walled-gardens emerging as a result. At a glance it would appear that everyone is simply seeking to consolidate what they have in terms of audiences and solutions for buyers – and in the short-term, it may initially seem unlikely that we’ll see any increased levels of collaboration.
As a guiding example of active collaboration, one needs to look no further than open-source software and how it’s exploded over the past 30 years or so. Developers of software that has an open source license willingly allow anyone to download, collaboratively improve upon, and distribute the software without paying fees to the original creator.