The Trade Desk famously touted itself as a supporter and enabler of the open web. But the concept, overall, hasn’t really worked in adtech over the last several years.
What is the open web, anyway?
Investor and all-around cool person Eric Franchi pondered this over the weekend, and his question — and the replies — made me think about how the open web as a concept just hasn’t landed.
Here are a few reasons why (per an adtech PR veteran who has heard this phrase approximately 10 billion times).
No clear definition — What is the open web? As a concept, the definition is hazy at best and confusing at worst. Does the open web include anything that’s free to access? What does “open” mean here? It often feels like people mean a specific type of web when they talk about the open web. It’s a bit of a Rorschach test.
This is why TTD famously moved away from talking about the “open web” and toward the “premium internet” or “premium web.” Open can imply remnant inventory or low quality. That’s not necessarily a compelling message.
Misaligned concept — The open web, as a concept, isn’t really what advertisers seem to want — or at least it’s not what adtech providers seem to want to give them.
The rise of programmatic curation, media quality controls, inclusion lists and other mechanisms are indicative of a “preferred web,” not one that’s completely open. We’ve also seen more dollars shift to the walled gardens of Meta, TikTok and other platforms.
So, how can the concept work if it’s not what providers are building around and seemingly not what advertisers want?
General cowardice — If we’re being honest, the open web as a concept could be great. (At least I think so.) But that would require the industry to actually define it and be willing to exclude some things from it.
An open web centered on anything that doesn’t require logging in has a lot of appeal. In this sense, the open web would essentially be the free, ad-supported web: internet-connected media and content that’s freely accessible to anyone without a login, subscription or other form of authentication.
If access requires formally identifying who you are, creating an account or paying for access, it isn’t the open web. (Ad-targeters, don’t hate me.) Yes, that would kick out some traditional news publishers (winnowing) while including the free, logged-out version of ChatGPT (expanding).
But the industry would have to be willing to draw some sort of line and it won’t.
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In 2027, I wonder if we’ll all move on from the phrase “open web,” at least as it relates to advertising, unless it can be reworked and more clearly defined.
Another possibility is that it evolves into something like “open intelligence,” where free, ad-supported AI experiences become the new ad-subsidized model. (This is essentially what ChatGPT and Meta have been advocating for.) That feels valuable in a way the open web never quite has.
👉 Building your adtech company’s PR program? Contact adtech PR expert Chris Harihar on X (@chrisharihar), LinkedIn, or by email.
Chris is a 16-year adtech PR expert who has helped leading companies go public and guided up-and-comers to break through in a crowded market. Clients include DoubleVerify, Yahoo DSP, and more.