X (formerly Twitter), has partnered with Google to sell their inventory across the Google…

X (formerly Twitter), has partnered with Google to sell their inventory across the Google Display Network.

While there are clear benefits to this partnership for both companies, what’s more exciting is the fact that this could take us one step closer to breaking the walled gardens we currently see across digital advertising.

Until walled gardens are broken, handling of customers' data and advertising within this, cannot be truly transparent, with so much power going to a select few.

As an advertiser, the aim is to run a completely holistic campaign.

Right now, this isn’t possible and there is no sign of this changing any time soon.

However, the addition of X to the Google Display Network is a significant change in the right direction.

With more and more channels being able to be bought programmatically it may not be too long until a multi-channel holistic campaign is run; including TV, Cinema, Audio, OOH, Gaming, Social, Retail Media and more.

The job of media agencies is to think of a campaign as a system, not a series of isolated pieces.

Understanding how each platform and marketing touchpoint can work together to reach, engage, excite and convert customers.

Successful media campaigns are not the result of a few good ideas or clever executions but are rather systems built to engage customers from the first touchpoint to the last.

I look forward to the day when we can truly run a holistic campaign with no walled gardens, when the user can be at the center of the journey and when outcomes can be truly measured.