Open Internet Insights for Finance Advertisers

Published on April 12, 2024

Research from GlobalWebIndex shows U.S. consumers spend 61% of their online time on the open internet, versus 39% of time spent in walled gardens like Meta and Google. 

Rapid changes in the marketing landscape include AI advancements, cookie deprecation, retail media networks, and shifts in TV viewership. Opportunities within these changes include growing audiences through new content formats while respecting privacy and fostering an open internet. 

Perspective: Brands can better align with evolving consumer behaviors by leveraging premium, authenticated channels like CTV and audio to reach engaged audiences effectively.

Key quote: "The changing privacy and addressability landscape has forced everyone in the industry to look at the open internet with a fresh set of eyes."  Ryan Lammela, Director, Butler/Till

THE CURRENT - "The Rise of Premium Internet" Report

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