Why advertisers are breaking free from walled gardens

Imagine stepping into a room buzzing with marketers. The topic dominating the conversation isn’t about the latest AI breakthrough or a cutting-edge algorithm tweak. It’s about something bigger – the power of choice. The freedom that comes with breaking away from monopolistic behaviors that have gripped digital advertising for too long.

The U.S. Department of Justice’s antitrust case against Google shines a spotlight on its dominant position in the advertising ecosystem - from buying and selling ads to managing ad exchanges. Think of Google as the judge, jury, and prosecutor of digital ads, playing every role in a system it claims fair. For advertisers, this stifles precision and differentiation. Publishers lose out on monetising their content fully, and the broader economic consequences are significant.

With mounting legal pressures, ambitious AI projects like Gemini, and heavy investments in cloud services, a pivotal question arises: Will Google relinquish its dominance over the open internet to prioritise these? Momentum behind the open internet is accelerating, both in India and around the globe, making it increasingly likely that Google may quietly retreat from this ecosystem in the coming years. This brings us to an exciting prospect: What will the future hold when the open internet is truly democratised?

The power of choice

A democratised open internet promises to reshape the advertising landscape for brands, publishers, and consumers, ushering in an era of greater choice, transparency, and efficiency. The good news is this transformation has already begun, driven by what’s now being recognised as the premium open internet.

Today’s premium open internet offers marketers not just more advertising options but higher-quality choices beyond walled gardens. It showcases brands alongside premium content, where consumers are highly engaged, forging meaningful connections over merely chasing impressions. This reflects the evolving mindset of modern Indian marketers. According to a recent survey by The Trade Desk, 58% of digital marketers prioritise media diversification, highlighting a clear shift away from Google’s advertising dominance.

OTT/CTV platforms have emerged as the crown jewel of the premium internet. A recent report, "India’s Engaged Audience: Why the Open Internet is the New Premium," highlights this trend and its growing impact. One in three users prefer OTT/CTV for its richer content experiences. The shift is even more striking among young adults, who are 27% more likely to choose OTT/CTV over social media for their favourite content.

Engagement metrics paint an even clearer picture. Young adults show significantly higher engagement with content on OTT/CTV, online games, and trusted news websites compared to social media. While 34% of young adults are most attentive on OTT/CTV and news/websites, only 30% exhibit attention on social platforms.

What explains this divide? It’s about active versus passive engagement. The premium internet encourages users to actively shop, explore, and stream, while social media’s algorithm-driven feeds promote passive scrolling.

For marketers, this difference is a game-changer. The same report indicates that young adults are 55% more likely to view ads on OTT/CTV as premium compared to user-generated content. Even more compelling, they are 16% more likely to trust ads on OTT/CTV over those on social platforms. This distinction makes the premium internet a fertile ground for brands seeking transparency, meaningful engagement and quality ad experiences.

The power of transparency

Today, savvy marketers are opting for greater transparency, control, and optimisation - all in pursuit of meaningful business outcomes. With marketing’s direct impact on the bottom line clearer than ever, brands are demanding more.

The premium internet offers a refreshing alternative to the tightly controlled ecosystems of walled gardens. Within the premium open internet, brands can track true campaign impact, measuring reach, awareness, and even sales through unbiased, third-party tools. In contrast, the wall gardens’ closed ecosystems offer limited visibility. 

For those serious about ROI, the premium open internet offers a panoramic view of the customer journey, allowing for smarter, data-driven decisions that build trust and drive results. 

As the saying goes, “Not everything that can be counted counts, and not everything that counts can be counted.” The premium open internet is flipping that script, paving the way for a future where accountability takes center stage and advertising dollars work harder and smarter. 

The power of transformation

The future of digital advertising is unfolding, fuelled by choice and transparency. As the premium internet accelerates, every marketing dollar is optimised for smarter, more efficient outcomes. The democratisation of the open internet is happening now, and advertisers are breaking free from walled gardens, embracing transparency, better performance, and more choices. 

Brands and publishers are already seizing this opportunity, and consumers are engaged. The question is: Are we ready to embrace this shift and leave behind the limitations of closed ecosystems? The transformation is here, and the power of change is in our hands.