The walls around retail data are starting to come down – and the timing could hardly be better. 67 billion in 2026, according to an eMarketer forecast, the pressure on the industry to make that inventory more accessible and scalable is pretty great. Walmart Connect audiences becoming available in DV360, and The Trade Desk aggregating data from commerce media partners in the travel sector, both point to a market quietly reorganizing itself around interoperability rather than exclusivity. For Helen Boram, senior director of operations at WunderKIND Ads, these are signals of a structural shift, she said in a video interview with Beet. Breaking down the walled gardens Boram has spent 11 years at WunderKIND, moving from its e-commerce SaaS roots to the advertising product side in 2017, and now focuses on platform partnerships and new product development.