MintegralBeyond The Walled Gardens: Why It’s Time For The Open Web
Summary
The article argues that walled gardens like Meta, Google, and TikTok are declining in advertising efficiency due to rising costs, ATT restrictions, and measurement discrepancies. While consumers spend 59% of online time on the open web, only 48% of ad dollars follow. The open web, comprising independent apps, ad networks, and exchanges, offers lower CPIs (e.g., under $1 vs.
$2-$5.50 on Facebook), diverse audiences, and flexibility in optimization (CPI, CPE, ROAS). Machine learning now enables real-time, automated decision-making across fragmented inventory. Case studies show gaming companies using playable ads and e-commerce leveraging shoppable videos and AR.
Three considerations for shifting: mastering multiple interfaces, ensuring scale with high fill rates, and integrating MMPs for unified measurement. The author urges advertisers to embrace the open web for next-wave digital growth.
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