In the competitive, digital landscape of the open internet, it's harder than ever to cut through the clutter, and advertisers must adapt to maintain attention.
Advertisers are responding by shifting their focus to walled gardens. Fifty-two percent of ad dollars are spent on social media campaigns compared to 48% on the open internet.
Advertisers need to change their perceptions on the untapped opportunities available on the open internet, particularly as ads on traditional news sites capture more attention.
As audiences trust the quality and relevance of open internet content, the need for brands to engage authentically through it becomes vital for results.
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