Tech firm, The Trade Desk, has launched a campaign that sheds light on the business practices of "walled gardens" such asGoogle while calling for a more open and transparent advertising approach on the open internet.
The campaign "Unbreak the Internet" calls out how the advertising industry is breaking the internet. The campaign is a call to action for advertisers, publishers and anyone that is involved in the advertising industry to work together to improve the internet. The goal of this campaign is to create a fair and competitive environment.
The campaign wasprogrammatically conducted. A series of short video ads run across connected TV and online video advertising, complemented by audio, digital out-of- home, display, and paid social executions in Australia, Singapore, the US and Canada are part of the campaign.
Don't miss: The search engine is looking at generative artificial intelligence ads.
The senior vice president of client services at the Trade Desk isMitch Waters.
Advertising is more than just a commercial break, it’s fundamental to the way the internet is funded. It helps publishers generate revenue for the companies that produce the content we love, whether that’s high-quality journalism, music streaming, podcasts, TV, films, radio or mobile apps.
Businesses use advertising to make their content free for consumers.
The internet needs more money to produce high quality content if brands continue to invest most of their ad budgets in 'walled gardens'.
The buyer and seller of an advertising transaction get money from the internet giant. When more ad dollars are pushed to the ad inventory it owns, such as YouTube, it is a good thing for the company. An inherent lack of objectivity and transparency is needed for effective data-driven advertising.
According to a report, 'walled gardens' command 80% of the ad spend in Asia Pacific.
The Unbreak the Internet campaign argues that advertising on the open internet, which consists of fast-growing ad channels like over-the-top, music apps, news websites, and gaming, is the best way to break the internet.
Consumers don't spend their time on social media as brands think. Almost half of the time spent online by consumers in the Asia-Pacific region is on the open internet.
That is good news for publishers and advertisers. The more time a publisher spends on their site, the more advertising revenue they will get. For advertisers, the open internet provides for a more effective way to deliver relevant ads through data-driven advertising, while offering more transparency.
The level of openness and transparency helps advertisers make better decisions. He said it was a win-win for everyone.
MARKETING-INTERACTIVE is looking for more information.
In order to adapt to the rapidly changing ad industry, search ads will use generative artificial intelligence to find ads that are more relevant to users.
generative artificial intelligence will be implemented to enhance and adapt search ads based on the context of the query. There is already an established foundation with the execution of automatically created assets for search ads.
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