Most of the time when we’re talking about the “web,” we are referring to the open web or open internet — the publicly accessible internet, free from control by any single entity. In other words, the internet we all take for granted. Thus far, the open web operates under the principle of net neutrality, i.e. that internet service providers don’t have the right to do site arbitrage, in a manner of speaking. In theory, your internet cable or fiber optic service is required to give you equal access to all sites (excluding illegal material).
For example, your internet service provider (ISP) cannot decide to charge Netflix an extra penalty on threat of throttling their traffic, even though Netflix consumes much more data than the average company, even by streaming standards. Similarly, ISPs cannot, for example, charge customers an extra $10 each time they purchase something from Amazon.
The open net is a matter of some controversy, however. Detractors argue that some companies, such as streamers or GenAI tools that generate graphics and videos, consume more than their fair share of bandwidth and thus should pay extra to the ISP, just as a company using lots of electricity should pay for that electricity by wattage like everyone else. South Korea, e.g., attempted to impose extra penalties on Twitch, causing the livestreaming service to withdraw from that country. Not every nation enforces net neutrality, either: As of this writing, for example, Australia and China do not enforce it. In the U.S., the enforcement is a state-level decision, not a federal one.
What, then, does not constitute the open web? That would be the so-called “walled garden,” which controls what the user sees, and — most importantly to marketers — which ads are shown, when they are shown, and how frequently they are shown. Examples of this would be Google and Meta, which have powerful search capabilities, enormous amounts of data, and billions of users, yet remain closed systems. The openness or non-openness of a web-based system is based on whether it restricts/filters data for users; the huge number of visitors has no bearing on the definition of open web.
Marketers should understand how to leverage both the open web and the walled garden. The latest AI-driven marketing tools are revolutionizing how brands can maximize their impact in each. Here’s a breakdown of how to use both the open web and walled garden to your advantage.
What Is the Open Web in Advertising, and Why Is It Important for Marketers Especially?
The open web is a gold mine for advertisers seeking flexibility, transparency, and direct connections with audiences. Unlike walled gardens, where platforms like Google or Meta keep their data close to the vest, the open web offers a clearer view of campaign performance, more control over ad placements, and a chance to build robust first-party data systems. With privacy laws tightening — particularly in the European Union — and third-party cookies being phased out, the open web’s transparency and ethical targeting options make it a critical playground for brands aiming to stay ahead.
Three Key Aspects and Benefits of the Open Web
1. Diverse Publishers, Niche Audiences
The open web spans untold numbers of independent sites useful to marketers, from tech blogs to cooking magazines. This diversity lets brands target specific audiences in contextually relevant environments, like placing a coconut water ad on a health blog.
2. Transparency and Control
Advertisers get detailed metrics on viewability, clicks, and conversions, allowing real-time tweaks to optimize budgets and boost return on investment (ROI).
3. First-Party Data Power
As third party data gets phased out, platforms utilizing first party data will become more and more vital. Realize, e.g., lets marketers harness over 17 years’ worth of behavioral data, creating tailored campaigns without relying on opaque platform algorithms.
How Can Marketers Leverage the Open Internet in Their Strategy?
Artificial intelligence (AI) is transforming how marketers operate on the open web, making campaigns smarter, faster, and more effective. Here’s how to leverage these tools on the open web:
Programmatic Advertising with AI
Programmatic platforms like The Trade Desk or Google’s Display & Video 360 use AI to automate ad buying across the open web. Real-time bidding lets you snag ad space on thousands of sites instantly, targeting users based on behavior, location, or interests. The latest AI-powered marketing tools also allow you to set granular targeting parameters — like age, interests, or device type — and let the algorithm optimize bids for maximum ROI. For example, a cosmetics brand could target users reading about “best lipstick for olive skin” on beauty blogs, adjusting bids in real-time to prioritize high-engagement sites.
Contextual Targeting in a Cookie-Less World
With third-party cookies phasing out, AI-driven contextual targeting is a game-changer. Tools like Realize or Oracle’s Contextual Intelligence analyze webpage content in real time, matching ads to relevant topics without invasive tracking.
Native Ads via Content Discovery Platforms
AI tools have allowed marketers to blend ads seamlessly into editorial content, recommending products or stories based on user interests. These native ads feel less intrusive, boosting engagement.
AI-Powered Creative Optimization
AI-powered tools analyze ad creatives, suggesting tweaks to images, headlines, or calls-to-action (CTAs) based on performance data across open web campaigns. You can even upload multiple ad variations to an AI tool and let it identify top performers, then scale the winner across premium news sites.
Open Web vs. Walled Gardens
The following grid provides a detailed comparison, outlining the key distinctions between the Open Web and Walled Gardens across various critical aspects of the digital landscape.
| Feature | Open Web | Walled Gardens |
|---|---|---|
| Content Access | Free, open access | Requires login or app |
| Data Control & Ownership | Fragmented | Centralized |
| Targeting Capabilities | More data sources and less precise | Highly precise targeting |
| Transparency | Higher transparency | “Black box”, less insights |
| Audience Reach | Broad and diverse | Large, but confined, audience |
| Competitive Landscape | Highly competitive and fragmented | Monopolistic environment |
| Privacy Concerns | More control over data sharing | Platform dictates data usage policies |
| Cost | More cost-effective solutions | Higher costs |
| Innovation | Diverse | Platform-limited |
| Brand Safety | Requires careful management | More controlled environment |
| User Experience | Fragmented and inconsistent, with more variety and choice | Seamless, curated, consistent user experience |
Walled gardens offer scale and ease, but limit control and data access. The open web provides transparency, brand safety, and flexibility, but requires more effort to manage.
- Open web strengths: Granular targeting, transparent metrics, and first-party data ownership. Ideal for brands building long-term, privacy-compliant strategies.
- Walled garden sStrengths: Massive reach and polished ad formats. Perfect for quick wins or broad awareness campaigns.
On average, you should allocate 60-70% of your budget to walled gardens for reach, and 30-40% to the open web for precision and data-building. Use AI tools to monitor performance and rebalance monthly, based on ROI.
The distinct characteristics of the Open Web and Walled Gardens necessitate tailored strategies for advertisers. Understanding these differences empowers more informed decision-making for optimal campaign performance and sustainable market presence.
- Balance is Key: A holistic approach leveraging the unique strengths of both ecosystems is crucial for maximizing reach and precision.
- Data Strategy Evolution: Adapting to evolving data privacy regulations and leveraging first-party data effectively will be paramount in both environments.
- Audience-Centric Planning: Understanding where target audiences spend their time and their mindset in each environment is vital for effective engagement.
- Continuous Adaptation: The digital landscape is dynamic; ongoing monitoring and adaptation of strategies to shifts in market dynamics are essential.
Key Takeaways
The open web is a transparent, flexible space for reaching niche audiences with precision. By utilizing the correct tools — especially those powered by AI, which grant greater scale and speed — it’s possible to reach an audience beyond that offered by traditional walled gardens. Advertisers should make sure to integrate into their strategy performance tools which supports a wide range of ad formats, including native, display, vertical, and carousel ads, empowering advertisers to achieve their objectives with creative flexibility.
Realize delivers measurable results and drives customer acquisition at scale, beyond the limitations of search and social media advertising.
Frequently Asked Questions (FAQs)
Open vs closed internet: What’s the difference?
The open web is decentralized, with thousands of independent sites offering transparency and control. Walled gardens, like Meta or TikTok, are controlled platforms with proprietary data and restricted visibility.
What is an open internet network?
An open internet network is the publicly accessible internet, free from control by any single entity. In other words, the internet we all take for granted.
What is open display advertising?
Open display advertising is the practice of placing banner or rich media ads across open websites via programmatic exchanges.
