The open internet is where digital advertising can reach a wide range of audiences across omnichannel – including Connected TV, digital, out-of-home, audio, websites and more.
For advertisers, the open internet offers access to premium and high-quality environments beyond walled gardens. With first-party data targeting, it brings them closer to where their audiences are engaging with content – delivering more personalised and relevant ads. For consumers, this prevents ad fatigue and enables them to better engage with brands.
The key benefit of the open internet is that it allows better data ownership – not just across first-party data, but also the flexibility it gives to test and integrate third-party data solutions. As compared to closed ecosystems, this enables advertisers to customise their goals to results at any stage.
Christy Or
Account Director, PHD
Singapore
Singapore
“The open internet enables better data ownership – helping brands to optimise key audience insights as they stay ahead of privacy needs.”
With her extensive 360 approach to client strategy, Christy is a leader who does it all – from understanding regional dynamics to driving digital roadmaps and operational efficiencies. Having over 9 years of expertise leading teams across more than 15 markets, she’s well versed in collaborating with others. Today, Christy seeks to empower clients to achieve greater success on the open internet.
LET’S TALK INNOVATION
How does the open internet enhance experiences for both advertisers and consumers, and what are the key benefits of investing in it?
What innovations do you see in programmatic that will redefine how advertisers approach audience targeting and media buying in the next few years?
First-party data and The Trade Desk’s UID 2.0. With users becoming more privacy conscious, they’re opting out of tracking and adopting privacy tools such as ad blocks and VPN. That’s why strengthening both tools on the open internet is key for advertisers – to drive effectiveness while respecting user preferences.
As compared to traditional programmatic strategies, how do your innovations help clients increase reach and engage target audiences more effectively?
Building first-party data through an omnichannel approach beyond the closed web has become a collaborative goal for us and our clients. From programmatic digital out-of-home to Connected TV to display, we’re putting in extra effort to explore different contextual data, tech and measurement partners with The Trade Desk – to enhance relevance and performance on channels.
By doing so, we’re getting more post-campaign insights through different studies for us to act on and enhance our overall business strategy.
By doing so, we’re getting more post-campaign insights through different studies for us to act on and enhance our overall business strategy.
This information is provided solely for background and is not a representation or guarantee
of any future performance.
