The Open Internet Can Still Win If Buyers and Sellers Unite Around Radical Transparency | AdExchanger

"Unauthorized ID stuffing, rampant reselling and misaligned signals inflict incredible damage on the trust and performance of the ecosystem. If open web publishers want to compete with the $100+ billion that the walled gardens attract (because of aspects like clarity of environment, precision targeting and relatively simple performance measurement), we must raise our standards. Facebook does not have higher-quality content than any reputable publisher on the open internet."

"Yet Facebook continues to attract buyers because they know exactly what they're bidding on, and the experience is far simpler than dealing with the complexities of the open internet. If we are going to thrive, we have to provide a superior, alternative offering that is rooted in that same transparency and accountability. Our north star: radical transparency The buy side, the supply side and our technology partners need to work in concert to build an infrastructure that allows for granular targeting and accurate measurement, while preserving the diversity and innovation that define the open internet."

The open web requires transparency, accountability and collaboration across buy-side, sell-side and technology partners to remain competitive. Unauthorized ID stuffing, rampant reselling and misaligned signals degrade trust and performance and undermine advertiser confidence. Walled gardens capture over $100 billion because they offer clarity of environment, precise targeting and simpler measurement. Facebook's content quality does not exceed reputable open-internet publishers, yet buyers prefer its predictable inventory and straightforward experience. Competing requires raising standards, offering a transparent, direct, verifiable and sustainable alternative, and building infrastructure that enables granular targeting and accurate measurement while preserving diversity and innovation.

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