Advertisers not capitalising on the open internetAt almost 600 million users, the open internet has gained prominence in India, reaching 62 million more than walled gardens. In the last year, four in five consumers (80 per cent) increased their consumption of the open internet. While more users consume content on the open internet, digital advertising in India has not capitalised on its rapid growth. This marks a shift away from walled gardens such as social media, user-generated content (UGC) platforms, and live game streaming. Clearly, advertisers need to re-examine their digital media spends.

Source: The Hindu March 19, 2023 22:37 UTC