The world wide web celebrated its 30th birthday this past spring. That’s three decades’ worth of growth and evolution for an experiment whose entire purpose was to encourage freedom and decentralization of information and communication. Unfortunately, this open, free global information network has never worn heavier shackles than it does today. Today’s web has calcified into a mostly closed environment in which a few powerful players control the majority of information being shown to the masses. That’s not only bad for society, but it’s also untenable for the very brands that are funding the growth of these closed platforms. A vibrant, open web—one where quality, independent publishers can thrive on their own—is essential for not only the continued unrestricted exchange of information and ideas, but also to maintain a fair e-commerce and advertising marketplace for retailers and brands. Brand support of platforms with advantages creates a reinforcement loop that continues to give the platforms power over advertisers, content creators and the open web. If today’s advertisers want to maintain access to the audiences that matter most to them, they need to start diversifying the investment of their advertising dollars. The pendulum swings It’s only in understanding how the web has evolved since its inception that we can understand the precarious position in which we find ourselves today. Back in the fledgling days of the web, it was an entirely open system—and an... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-05-10 00:00:00 UTC ]