"I think there is one fundamental issue that is holding back the open Internet. And that issue is attribution," said Matthew Scott Goldstein. "If you can't measure and you can't attribute, advertising dollars will keep going down." His remarks highlight the pressing need for robust metrics outside of walled gardens, as these closed systems can reinforce dependence on their own measurement tools, making it harder for open platforms to thrive in advertising revenue.
Danielle Betras noted that publishers must tackle the misconception that walled gardens are the only places of trust for brands. "We've done research. Stagwell did research. And we saw that brand safety is not affected across news, even hard news,' she asserted. This underscores the importance of changing perceptions to allow for more engagement with the open internet.
Stephanie Mehta mentioned the necessity for publishers to develop their own metrics to compete effectively. "Walled gardens do an amazing job of maximizing impressions. But a majority of our Product Council, which includes brands and agencies across categories, sees the need to push back with metrics focused on actual audience attention." This suggests that attention measurement could become a pivotal metric for success in the open internet.
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