The open internet is a vast and decentralized landscape with billions of devices, millions of apps and a myriad of supply and demand platforms. However, many advertisers are drawn to the familiarity of walled gardens, believing they provide sufficient reach for all customers, often leaving opportunities for growth on the table.
Walled gardens have less financial incentive to prioritize impressions on the open internet. Because they must compensate publishers for ad placements, they often find it more profitable to focus on owned inventory. Given this, solely focusing on walled gardens significantly limits reach to new, undiscovered audiences across the open internet.
While the open internet may seem like uncharted territory, it presents rich opportunities for innovation and growth. The key difference lies in the complexity and vastness of the space, which requires a more nuanced, granular approach to target and acquire new users effectively.
Marketing teams can maximize ROI on the open internet by partnering with mobile DSPs with advanced machine learning. Mobile DSPs, specifically engineered for the intricate open internet landscape,
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