Open internet's potential goes untapped

India’s digital advertising industry has yet to fully capitalize on the rapid growth of the open internet. Consumers dedicate half their time to the open internet (OI), yet ad spending on this platform accounts for just 15%, compared with a whopping 85% on walled gardens. This translates to a 5.5 times higher ad spend on platforms outside the OI.

- Varuni Khosla

Media buying platform The Trade Desk says that in India, the open internet has 600 million users in the country, 10% more than walled garden, a closed internet environment that restricts the user’s access to certain websites and services. “Users are spending more than half their time on the open internet, and over one trillion ad impressions a day are being created on this around the world. Brands are now trying to figure out how they can move out of walled garden and also move away from cookies to have less wastage while advertising, since cookies are fading aw