In 1987, President Ronald Reagan uttered a powerfully memorable phrase in his Berlin Wall Speech: “Mr. Gorbachev, tear down this wall!” 

Reagan was appealing for freedom and peace between the Soviets and Germany, referencing the Berlin Wall that had encircled West Berlin since 1961. 

And while nowhere near as geopolitically or humanely profound as that call to action, there is a remarkably similar sentiment of tearing down walls and opening up access that’s percolating through the search advertising industry.

The growing prevalence of the open web coupled with dramatic shifts in consumer behavior are redefining the search landscape beyond the confines and constraints of the legacy search engine results page (SERP) and walled gardens. And with the recent ruling in the Google search antitrust case, this is a trend that’s positioned to flourish.

The Open Web vs. Walled Gardens

There are two predominant digital advertising ecosystems: the open web and walled gardens. Each has unique characteristics that influence how traffic, reach, and clicks are generated for search advertisers. Let’s take a brief look at each below.

Open Web

The open web is a vast, decentralized network where advertisers can purchase ad inventory programmatically using a variety of tools and platforms to reach consumers across a wide range of websites and apps.

Examples of open web advertising tools include:

• Demand-Side Platforms (DSPs): These are software platforms that allow advertisers to buy ad inventory from multiple sources (Ex. The Trade Desk).
• Ad Exchanges: These are digital marketplaces where ad inventory is bought and sold in real-time through bidding (Ex. Google Ad Exchange).
• Publisher Ad Services: These are platforms used by publishers to manage and deliver ads on their websites or apps (Ex. Firefox).

Benefits of the open web ecosystem for advertisers include greater audience reach and flexibility, along with the ability to facilitate stronger campaign performance and optimization tactics.

Walled Gardens

Walled gardens are digital environments with restricted access, limited to users within a specific platform. 

Examples of walled gardens include:

• Facebook: A social media platform where content is only accessible to users within the Facebook network.
• Apple’s App Store: A controlled environment where only approved apps are available.
• Netflix: A streaming service where unique content is only accessible to subscribers.

Companies that create walled gardens often control data, monetization, and the user experience within their platforms. This can ultimately limit the reach and effectiveness of advertising efforts in this ecosystem.

While walled gardens do offer controlled environments with curated content, the open web allows for broader access and discoverability. This makes the open web a critical environment within any comprehensive search advertising strategy.

What Is Search on the Open Web?

Search on the open web affords consumers the ability to find relevant results without being forced or funneled to the SERP. Unlike the traditional search engine model, open web search allows for a more flexible and diverse consumer search experience wherever a user chooses to start their search. 

This could include the homepage of a privacy browser like Firefox or Opera, a buy now, pay later (BNPL) app like Klarna or Zip, or an influential editorial site like Vox or BestReviews to list but a few examples.

Consumer Search Starts on the Open Web

As indicated by the wealth of different channels above, the consumer journey has become increasingly fragmented and omnichannel. That’s because the ways in which people search online have changed tremendously. Advertisers now have new, valuable means of reaching consumers beyond the traditional SERP.

Today, nearly 60% of consumers start their search on the open web, finding more relevant results beyond the limitations of legacy SERPs. This shift presents a significant opportunity for advertisers to capture consumer intent in a more meaningful way.

The one-stop-shop approach is becoming less common as well, with more than half of consumers engaging with 3-5 channels before making a purchase. To stay competitive, advertisers must meet consumers across these valuable moments of intent, tapping into new customer bases to grow market share.

The Market Opportunity on the Open Web

The financial implications of this shift are enormous. This year alone, searches that bypass the SERP entirely are expected to generate $12 billion in consumer spend, with $500 billion coming from searches that begin outside of legacy search engines on the open web.

These figures highlight the immense potential of the open web as a fertile ground for advertisers looking to expand their reach and drive revenue.

adMarketplace: Building the World’s Largest Marketplace for Search Advertising on the Open Web

As the leader in search advertising on the open web, adMarketplace is redefining search advertising by empowering advertisers and publishers to optimize the consumer search journey on the open web with innovative, intent-driven media opportunities.

In 2024, it is projected that consumer spend on the open web from adMarketplace search media will surpass $5 billion. Here’s how adMarketplace can help advertisers tap into a sizable chunk of the incredible open web market opportunity outlined above.

Key Benefits of Partnering with adMarketplace:

• Reach Next-Gen Consumers Beyond the SERP: Capture consumers across the increasingly fragmented and modernized consumer journey.
• Shape the Consumer Journey: Access premium media opportunities on the open web to effectively capture consumer intent.
• Increase Media Performance: Overcome diminishing returns by diversifying search spend and accessing consumer intent on the open web.
• Measure Results Transparently: Validate media lift with 1st-party performance data and comprehensive media value measurement.

To learn more about how adMarketplace can help you break out of the confines of digital advertising in walled gardens and embrace the advantages of search on the open web, reach out to us today!