TableofContentsBARRICADEDDATA01INVENTORYINSUFFICIENCY03ALTERNATIVESUPPLY05MUDDLEDOTT07MOBILESTABILITY09111315STATIONARYOUTDOORCONTENTCOMMODITIZATIONREALITYBITES1BARRICADEDDATAThedatawallinChinaishigherthanever.WithdigitalspendingconcentratingonBATassetsandheroapps,bigpublishershavebecomeevenmoredominant.Publishersarebuildingadvertisingproductswithintheirecosystemandreleaseminimaldatatothirdpartiesandadvertisers.ItisnotonlyBATwhoaretakingthisstance,evenheroappslikeToutiaoarekeepingtheirdatawalled.Thedreamofusingsinglesourcetrackingtooptimizebuysandunderstandconsumerjourneysisyettoberealized.TrackingvendorslikeMiaozhenandAdmasterhavebeentalkingaboutsinglesourcepanelsforalongtime,andMiaozhenhastentativelypromisedasinglesourceproductin2018.Buttherearereasonswhysinglesourcepanelsdonotyetexistandareunlik