Open Internet: A transparent network for higher ad performance
Transparency is an important part of advertising. Every advertiser wants to have a clear understanding of what they are paying for and what they can get out of it. They need to know how many people saw their ad, how many people clicked on it, and what demographic it has reached. They also need full customer insight and clarity on the performance of their campaigns. Every piece of information is important to an advertiser because it helps them make better decisions with future campaigns.
The problem is that not every platform is transparent with its data, leaving advertisers with no choice but to trust in them blindly. Social media, for example, offers no transparency about how the data is being used or how the algorithms choose to serve your ads. You have to simply trust that the platform is doing its best to optimize performance while keeping costs low. Thankfully, social media is not the only place you can advertise, there’s the open internet as well.
The open internet is a much more transparent place that empowers advertisers with the data that they need to optimize performance while also giving them a clear view of where money is being spent. This kind of transparency is a game-changer for advertisers and it’s the biggest reason companies have started to consider advertising on the open internet.
However, there are two other major reasons that people choose to advertise on the open internet, these include the data available and the ability to use privacy first AI solutions.
A Wealth Of Data
Data is the lifeblood of digital advertising. Without it, companies would struggle to align their messaging with consumers’ preferences. It would also become almost impossible for them to optimize future campaigns and calculate ROI. Luckily, the open internet offers a wealth of data that advertisers can use to create high converting data driven campaigns.
With nearly 1.2 billion websites that exist across the open internet and 175 new ones created every minute, it’s no surprise that this is the place that holds the most data.
It’s also no surprise that the companies who choose to advertise on the open internet continue to maintain a competitive advantage over those who do not.
Privacy First AI Solutions
When considering the open internet for your advertising campaigns, it’s easy to become overwhelmed by it. Trying to navigate information from 1.2 billion websites, platforms, web apps, and more might seem impossible. Luckily, there are solutions that can comb through all the data for you.
Companies can now use AI and machine learning to scour through the data on the open internet and tailor the advertising experience. This is made possible by the transparency of data that is available. AI can also help with the tricky paradox all marketers face today.
On one hand, the battle for consumer attention demands more relevant messages tailored to their interests. But, on the other hand, consumers are becoming more and more concerned about supplying the data that advertisers need to create those experiences.
With all of this in mind, creating a win-win marketing situation can feel overwhelming. Still, privacy is important to consumers, so it’s necessary to show them you respect it.
This privacy first approach allows you to do just that. By employing privacy first AI solutions you get to create high converting ads while still building trust with consumers.
So if you’re tired of serving ads in places with minimal data, transparency, and privacy, consider advertising on the open internet. It may be vast and overwhelming, but it is definitely worth it in the end.
The data, the transparency, and the trust available on the open internet cannot be found on any single platform. It has a ton of benefits for the advertiser as well as for the consumer, which is why more and more companies are beginning to try it out.