As advertisers grapple with the complexities of the open web, it’s time to rethink outdated perceptions. Discover how leveraging new technologies and consumer insights can unlock opportunities to create more meaningful connections. Here’s what brands need to know to stay ahead in the evolving digital landscape.

The open web has long been the entrance to the internet for consumers, serving as the domains outside the walled gardens of social networks or search engines. However, its perception has evolved in recent years, often framed in a good versus evil context by those battling for advertising dollars. On one side there are the small, but righteous actors who are keeping information free against those on the other side who feel that anything goes and crime and bad behavior rules.