Global advertising technology leader The Trade Desk launched The Sellers and Publishers Report a new biannual assessment of advertising trends on the open internet. According to data from The Trade Desk, which assesses more than 15 million advertising opportunities per second on the open internet, the leading 500 digital publishers account for approximately 50 percent of advertising revenue on the open internet. These publishers are highly valued by advertisers due to their focus on key factors such as advertising quality, viewability, reach, decisioning power and supply path efficiency.

“Indeed, since 2019, daily consumption of connected TV (CTV) and digital audio content has doubled in the United States. Not only does this premium internet content command the majority of consumer attention, it is also highly engaging content, which is very attractive for advertisers.”

According to the report, consumers now spend 61 percent of their online time on the open internet, compared to 39 percent within Big Tech walled gardens. This represents a reversal since 2014, when the majority of online consumer time was spent within walled gardens. This shift is the result, in part, of the rapid advance in streaming TV and digital audio, which now collectively account for almost 5 hours of daily consumption for the average American.

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“The open internet is at a tipping point. In 2022, Facebook and Google accounted for less than half of all digital advertising spending for the first time in a decade, a trend that accelerated in 2023. That comes as consumers now spend the majority of their time outside these Big Tech walled gardens — increasingly preferring the best of the open internet. This includes the latest Hollywood movies and popular TV shows, streaming audio, live sports, and trusted journalism,” said Jeff Green, CEO and Founder of The Trade Desk, in introducing the report. “Indeed, since 2019, daily consumption of connected TV (CTV) and digital audio content has doubled in the United States. Not only does this premium internet content command the majority of consumer attention, it is also highly engaging content, which is very attractive for advertisers.”

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In order to showcase the value of the very best of the open internet, the report showcases the leading 100 advertising publishers from around the world including streaming services, audio and podcast platforms, as well as popular news, lifestyle and sports destinations. The list was compiled based on a range of criteria important to advertisers, and was conducted in partnership with Sincera, a leading digital advertising data company.