Overcoming Walled Gardens: How FMCG and Auto Brands Can Gain Transparency in CTV Ecosystems

Walled gardens are reshaping the way CTV advertising works, and not always in favor of advertisers. For FMCG and auto brands, these closed ecosystems limit access to essential performance data, making it harder to optimize campaigns or measure success across different platforms. With millions invested in CTV ads, a lack of transparency can quickly drain budgets and distort outcomes.

To succeed in this space, brands need smarter tools and strategies that unlock visibility. This blog explores how FMCG and auto marketers can break through the barriers and gain full transparency across connected TV environments.

What is Walled Gardens in the CTV Space

Walled gardens are platforms that control everything within their ecosystem. From data access to inventory, the platform determines what is visible to advertisers. In the CTV world, major players like Amazon, and Samsung operate this way. They offer strong targeting capabilities but limit access to performance data.

This means brands do not get full visibility into how their ads are performing beyond the platform’s self-reported metrics. 

Examples of Walled Gardens

Meta
In 2023, Meta earned over $131 billion in ad revenue, powered by 3.98 billion monthly active users. It tracks user behavior through likes, shares, and posts. Advertisers can use Meta's ad tools for targeting, but they cannot access or export raw user data. Meta decides how ads are shown and how the data is used within its platform.

Google
Google held 92% of the global search market in 2023 and made $237.86 billion in ad revenue. It collects data across Search, YouTube, Gmail, and more. Advertisers can target users through Google Ads based on search history and activity, but the data stays within Google's system. Its control extends to the Chrome browser and Android operating system.

Amazon
Amazon reported $46.9 billion in ad revenue in 2023 and has over 230 million Prime members. It gathers data from shopping behavior and purchase history. Advertisers can target customers through Amazon Ads, but cannot extract raw data. All ad activity remains inside Amazon’s ecosystem.

Apple
Apple made $6.51 billion in ad revenue in 2023 by keeping tight control over its ecosystem. It designs both devices and software, creating a closed environment. Features like App Tracking Transparency limit third party tracking. Apple restricts how developers collect and use data, keeping user info within its own system. 

Why CTV Transparency for FMCG and Auto Brands Matters

CTV transparency for FMCG and auto brands is not just about better reporting. It drives performance, reduces waste, and enables smarter decision-making. Without proper insights into their campaigns, brands risk overspending, mistargeting, and underperforming.

For FMCG brands, transparency ensures real-time feedback loops. These brands rely on tracking immediate actions such as purchases and engagement. If that data remains locked within a platform, marketers cannot optimize or scale campaigns quickly. 

Auto brands depend on transparency to map long customer journeys. A car buyer might take weeks or even months from the first ad exposure to final purchase. Without it, tying media spend to real outcomes becomes guesswork. That’s why understanding which touchpoints truly influence decisions like those highlighted below is critical for driving real impact.

Transparency also enhances media planning. Brands can compare performance across platforms, reduce duplication, and shift budgets based on real insights. It brings accountability to a fragmented media landscape and leads to more meaningful audience understanding.

The Hidden Cost of Limited Visibility

Relying only on platform-reported metrics puts you at risk of:

• Double-counting conversions
• Misallocating your ad budget
• Overlooking segments that underperform

CTV transparency for FMCG and auto brands helps reduce waste and reveals high-performing audiences based on verified data.

Strategies to Gain Transparency in CTV Ecosystems

1. Use Third Party Attribution Tools

Invest in independent measurement partners accredited by the Media Rating Council (MRC). These tools offer cross-platform performance insights, providing a more accurate view of reach, frequency, and conversions.

2. Leverage First Party Data

Your own data is one of your strongest assets. Use loyalty programs, CRM systems, and website behavior to build custom audiences. This data validates what platforms report and helps build more effective retargeting strategies.

3. Choose Open Ecosystem Partners

Collaborate with platforms that offer greater transparency. Not every CTV partner operates like a walled garden. Some allow advertisers to access granular logs and run custom attribution models for deeper insights.

4. Prioritize Interoperability

Ensure your tech stack integrates seamlessly across platforms. Tools like clean rooms or customer data platforms (CDPs) help compare performance between closed and open environments more effectively.

5. Invest in Unified Measurement Models

To achieve complete CTV transparency, implement models that bring together data from digital, linear TV, and connected TV. This holistic view offers a clearer picture of every customer interaction across channels.

The Role of Creative in Driving Measurable CTV Results

Creative execution plays a vital role in CTV success. Personalized, dynamic creatives designed for specific audience segments tend to drive better engagement and conversions. But without transparency, understanding what creative performs best becomes guesswork.

With proper transparency, FMCG and auto brands can run A/B tests, assess time-of-day effectiveness, and refine creative strategies based on measurable outcomes.

The Impact of Regulatory Trends

Privacy regulations like GDPR and CPRA are making platforms more protective of user data. As a result, walled gardens are becoming even more closed.

However, brands that build their own data infrastructure and independent measurement strategies are better equipped to adapt. CTV transparency also helps brands comply with privacy laws by reducing reliance on black-box platforms.

The Future of CTV Transparency: What to Expect

The industry is gradually moving toward open measurement standards. As more advertisers demand accountability, CTV platforms will face pressure to increase transparency.

We’re likely to see a rise in:

• Data clean rooms
• Cohort-based measurement
• Federated learning systems

These innovations help balance user privacy with the need for performance visibility.

Final Thoughts

Walled gardens are not disappearing anytime soon. But that doesn’t mean brands have to stay trapped within them. FMCG and auto brands that prioritize transparency in CTV advertising will gain a clear competitive advantage.

From smarter targeting to better attribution, the right tools and strategies empower brands to move beyond limited views and unlock real performance insights.

In 2025 and beyond, CTV transparency will be the defining factor in how effectively media budgets drive results.

Ready to break down walled gardens and elevate your CTV performance?

Partner with Adomantra to gain the visibility your brand deserves.

Frequently Asked Questions

Q1. How can I measure the real performance of my CTV ads across platforms?
To measure performance beyond what individual platforms report, use independent attribution tools that track reach, frequency, and conversions across multiple CTV environments. These tools give you a more complete and unbiased view of campaign effectiveness.

Q2. Are all CTV platforms considered walled gardens?
No, not all. While major platforms like Amazon Fire TV, Roku, and Samsung operate as walled gardens, there are open platforms that offer better data access and integration options. Choosing partners who prioritize transparency makes a big difference.

Q3. What’s the biggest risk of running CTV ads without transparency?
The biggest risk is wasted spend. Without clear performance insights, you might overspend on underperforming audiences, double-count conversions, or miss key signals that could improve ROI. It also makes it hard to justify budget decisions to stakeholders.

Q4. What steps can I take right now to improve CTV transparency for my brand?
Start by integrating your first-party data, investing in MRC-accredited measurement partners, and choosing media partners who support interoperability. Working with experts like Adomantra can also streamline your tech stack and ensure smarter campaign planning.