It is precisely on this last point relating to the transparency of walled gardens that the open web strengthens its position as an effective channel for transmitting advertising campaigns . The term "open web" refers to the Internet ecosystem in which data and information are accessible without restriction. This includes websites, applications, digital properties where content can be shared and contributed by anyone and that do not refer to large players in the technology sector.
Recent studies of American consumer groups indicate that over 48% of them are more conduit cn mobile number database interested in spending more than an hour browsing resources on the open Web, while only 30% are more interested in walled gardens.
The combination of free, quality content, combined with an increasing focus on privacy among open garden sites, is attracting more and more users and, as a result, attracting the attention of brands and advertisers.
The process is accelerated by the evolution of technology and the presence on the market of increasingly powerful platforms , such as Blendee, which allow advanced profiling activities even in an open environment thanks to:
identity resolution processes;
handles first-party data enrichment on company assets;
data enrichment and data collaboration activities;
Contextual targeting and advertising.