Trend 3 - The “open” web

A quality digital advertising ecosystem cannot exist without quality media. But to create and maintain that quality, media owners must be self-sustainable and able to fully control and monetise their assets and efforts. It is exactly the opposite of the interpretation often given for the concept of “the open web.”

The last 14 years of digital advertising, and especially the programmatic open marketplace, have severely limited media owners, condemned them to a long struggle, commoditised their audiences, data, and inventory, and effectively turned them into cheaply rewarded ad-slot farms with little say in the industry’s most pressing issues.

Times have changed, and media owners’ assets, especially audience data, are no longer “free” resources for everybody in the ecosystem to exploit in exchange for a fraction of the overall ad spend. They aren’t there to fulfil a concept of “greater good” which, in reality, meant the good of a limited part of the industry.

A big part of the ad tech industry today uses the term “the open web” to rebrand the programmatic open marketplace, make it sound socially responsible, and to hide corporate agendas more easily, often against media owners’ interests.

It is an attempt to repurpose the same programmatic open marketplace, with a different user identifier than the third-party cookie. They would like media owners to forget that WITH third-party cookies and WITHOUT stricter privacy regulations, their day to day was a struggle for survival until the end of each quarter.

I work with media owners to help them regain and maintain the full ownership and control of their assets, environments, and relationships, while monetising them with a consistent and coordinated strategy.