How an Open Approach Can Help Independents Survive as Walled Gardens Decline

Opinion: Making life easier for advertisers is crucial when measuring up against the household names of digital media

57.7% of online media spend goes to Facebook and Google, a statistic likely to remain largely unchanged in the near term. Getty Images
Headshot of Ronan Shields

Facebook and Google’s share of online ad spend is slowly eroding, but that’s mainly due to another walled garden: Amazon. But how can independents get a larger share of the action amid demand for a more diverse marketplace?

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.