Open Internet Closes 2-Thirds Attention Gap With 1-Fifth Ad Spend as AI Sharpens Outcomes
Updated
Updated · AdExchanger · Jul 27
Open Internet Closes 2-Thirds Attention Gap With 1-Fifth Ad Spend as AI Sharpens Outcomes
1 articles · Updated · AdExchanger · Jul 27
Summary
Two-thirds of consumer attention sits on the open internet, yet it captures only one-fifth of ad spend; the report says that mismatch is starting to narrow as advertisers focus more on measurable business outcomes.
AI, contextual signals, privacy-first identity tools and stronger supply-chain visibility are giving open-internet platforms better ways to predict conversions and prove performance, reducing walled gardens’ long-held data and attribution edge.
A $1 billion AppsFlyer investment round led by Google, Meta, Moloco and Unity at a $2.7 billion valuation underscores demand for independent measurement rather than platforms grading their own results.
Consolidation is accelerating as integrated platforms that connect demand, supply, data and performance gain an advantage, potentially leaving a smaller group of scaled open-internet players able to compete more directly with closed ecosystems.