First, what is the open internet? The open internet refers to areas of the web where advertisers can reach users through various websites and online platforms without being limited by strict rules or gatekeepers. It contrasts with “walled gardens,” which are platforms that control access to their own user data and ad spaces. 

Research from GlobalWebIndex reveals that U.S. consumers now allocate 61% of their time on the open internet, compared to 39% spent within walled gardens. This marks a significant change compared to 2014, when 62% of online time was spent in walled gardens. 

This increase in time spent on the open internet has been substantial, growing from under 2 hours per day on average in 2014 to over 5 hours per day in 2023. The emergence of key digital channels, such as digital audio and streaming TV has played a major role in the consumer shift to the open internet. 

With time on the open internet steadily increasing, utilizing the right digital publishers is essential.  

We’ve ranked our top 5 digital publishers. This ranking assesses each destination on the open internet according to a range of criteria, including advertising quality (such as viewability, ads to content ratio and refresh rate), reach, decisioned programmatic inventory, supply path efficiency, and distribution quality.

(data gathered from the TradeDesk)  

1. Hulu, 2. Disney Plus, 3. Max, 4. ESPN, 5. Spotify

Adults in the U.S. almost doubled their daily consumption of streaming music and podcasts from 2019 to 2023, from 97 minutes to 181 minutes. Similarly, average daily CTV viewership in the U.S. doubled from 58 to 115 minutes over the same period, according to GlobalWebIndex and Nielsen. 

This shift comes as more advertisers prioritize the very best of the premium internet. Whether it’s the best in live sport, scripted TV shows and movies, or trusted journalism, the most premium digital content is now accessible on the open internet.  

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