Manuel Ameneiros, VP of Revenue at Retargetly, shared the opportunities offered by the open web in the edition this Tuesday, July 19, on the Face to Face Webinar moderated by Mara Fernandez.
“Our vision at Retargetly is to be able to create an ecosystem of data that is shared, secure and strong,” the executive said during his presentation Adjusting the Balance at AdTech: The Open Web’s Future Full of Opportunities.
Two-thirds of users’ attention is centered on the open web (66 percent), though advertising budgets go in just the opposite direction – some 60 percent is invested in “walled gardens” (Instagram, Facebook, TikTok, Google) compared with 40 percent on the open web.
Which leads Ameneiros to ask: “If more people are interested in the open web, why does the most money go to walled gardens? There’s not just one answer. There are many.” For that reason he addressed the difference between the two.
On the open web the content is created and edited by professionals vs. the content of walled gardens that is mostly created by users. Another element is the time spent, which amounts to some 66 percent on the open web compared with 34 percent in the walled gardens.
A third difference has to do with formats, which on the open web are standard and so permit the activation of any creativity on any one of them, whereas the walled gardens are private and require a specialized creativity that opens the door to innovation.
Hundreds of thousands of companies around the world use the open web in an atomized form, while the walled gardens use a relatively few concentrated spaces. As for measuring their results, Ameneiros said that the open web is neutral, compared with the private spaces controlled by the walled gardens.
Segmentation on the open web depends more on third parties, while in the walled gardens there is less such a dependency. “All this makes us realize that on the open web there is an ecosystem that is relatively undeveloped, while the walled gardens have highly developed ecosystems. They are all separate, atomized, but everyone within its walls has a very complete ecosystem. They are all separate, atomized, but each within its walls has a very complete ecosystem. On the open web it is dispersed, without innovation.”
In a cookieless future, marketing on a one-to-one scale will be easier through walled gardens. “The great concentration is on five or six players with a tendency to growth. We continue to see a great concentration in the walled gardens,” the specialist warned.
The open web has an enormous value, Ameneiros added, and it’s something that must be defended. “We believe there exists an exchange of values among publishers, advertisers and users, in which the latter want access to editorial content and, in their great majority, wish to have access to that content without having to pay for it and without having to register on every website they visit.” See the Tuesday, July 19 edition of the Face to Face Webinar