Unlocking Value in Advertising: The Power of an Open Ecosystem

The digital advertising ecosystem is at a crossroads. Walled Gardens have long dominated the landscape, controlling access to inventory, data, and revenue streams. As the industry evolves, advertisers, publishers, and agencies alike are looking for a more open, transparent, and future-proof alternative.

At Dailymotion Advertising, we believe in the power of the Open Web—a space where independence, interoperability, and value-sharing redefine the rules of digital advertising. This vision aligns with ongoing industry conversations, including those explored in Open Garden, a platform dedicated to rethinking the economic and strategic foundations of digital advertising.

To make this shift a reality, we believe in three fundamental pillars:

1. Open Control: Empowering Publishers and Advertisers

For too long, publishers and advertisers have been locked into closed ecosystems that limit their ability to control their own technology, data, and monetization strategies.

By embracing the Open Web, market players can break free from these constraints by leveraging open technological solutions—such as independent video players, SSPs, and data management tools.

Why it matters:

• Publishers can retain full ownership of their audience relationships and revenue models.
• Advertisers and agencies gain greater transparency and control over their investments, ensuring that every ad dollar is spent efficiently.
• The industry moves towards a more flexible and fair advertising environment.

2. Open Screens: Achieving Seamless Interoperability

Today’s audiences consume content across multiple screens – CTV, mobile, desktop, tablet. However, in many cases, access to inventory across these platforms remains fragmented, making it challenging for advertisers to execute seamless cross-screen strategies.

The Open Web promotes interoperability, enabling brands, publishers, and agencies to deliver seamless cross-screen experiences. By using open standards, advertisers can reach their audiences wherever they are, without restrictions.

What this means for the industry:

• True omnichannel advertising strategies that are not confined to closed environments.
• Better audience engagement for publishers, without compromising flexibility.
• A diverse and competitive ecosystem that fosters innovation rather than exclusivity.

3. Open Value: Ensuring Fair and Equitable Monetization

Monetization should be transparent and fair—yet in many cases, platforms capture value without redistributing it equitably.

By embracing the Open Web, publishers, advertisers, and agencies can build direct partnerships and develop monetization strategies that are free from restrictive revenue-sharing models. This ensures that value is fairly distributed across the entire ecosystem.

How this benefits all players:

• Publishers can maximize their revenues without reliance on closed platforms.
• Advertisers benefit from cost efficiency and transparent value exchange.
• The entire ecosystem thrives with fairer revenue distribution and greater market competition.

The Open Web: Unlocking Value Through Openness

This isn’t about rejecting Walled Gardens altogether—it’s about offering a viable, flexible, and fair alternative. The Open Web gives market players the freedom to choose solutions that align with their needs, rather than being locked into rigid, opaque systems.

At Dailymotion Advertising, we are committed to this vision, ensuring that advertisers, publishers, and agencies have real choices and real control over their digital strategies.

For those looking to explore this topic further, Nicolas Jaimes‘ Open Garden is a great resource offering insights into the shift toward a more open advertising ecosystem.

Let’s shape a more open, balanced, and sustainable digital advertising landscape—together.