The Open Web is Ailing. Let Us Revive It
Marc Bresseel, CEO
We may very well be the final generation to experience an open, interoperable, and diverse global web. Over time, the internet has steadily transformed into a more centralized ecosystem, dominated by large technology corporations that exercise increasing control over online experiences.
Through their proprietary browsers, app store ecosystems, and algorithmic frameworks, these entities now dictate the flow of information, controlling what content is visible to whom. This growing consolidation of power is neither supported nor welcomed by those who champion the principles of an open and free web. At its core, the rhetoric is simple: we reject the notion of centralized, algorithmically curated spaces that prioritize profit over user autonomy. The convenience of this centralized model, particularly within ecosystems such as Google’s, is undeniable. With unparalleled access to vast amounts of user data, these platforms craft tailored experiences that cater to individual preferences, all while ensuring that the flow of advertising dollars remains tightly within their grasp.
The same holds true for platforms like Facebook, where algorithms define not only what content is seen but also, implicitly, what is left unseen. While these systems are inherently biased, they offer users a comforting sense of familiarity, acting as a convenient portal to the digital world. Yet, as a consequence, publishers are increasingly at the mercy of these platforms’ whims, dependent on them for traffic and visibility.
This evolution signals a worrisome trajectory: the open web becomes narrower, more homogeneous, and more controlled. We are hurtling toward a dystopian future where the open web, in its current form, could become obsolete, or worse—where authoritarian regimes, such as the one seen in China, dictate access to information, monitor user activity, and enforce strict filters on “undesirable” content. The very notion of a free, open internet becomes a distant memory.
In theory, the solution to this crisis is straightforward: follow the money. Redirecting advertising spend from these walled gardens to the open web is key to preserving its vitality. However, the execution of this solution is far more complex. To achieve this shift, it is essential to create an open web ecosystem that offers the same level of efficiency, ease of use, and measurability that these closed systems provide.
This requires a fundamental overhaul of the advertising technology landscape—a cleansing of the “ad tech” clutter, and a return to simplicity in the tech stack. What we need is a concerted effort to consolidate solutions that perform core functions—cross-platform addressability, measurement, and attribution—while adhering to privacy principles that genuinely protect consumers.
Equally important is the need to foster collaboration among publishers, encouraging them to work together to expand the overall spend directed towards the open web, rather than competing against one another for a limited share of advertising revenue. As part of this, we must prioritize high-quality content and dismiss low-quality or “Made for Ad” (MFA) sites that degrade the web’s overall value.
Let’s heal the open web. Utiq has the potential to be a transformative force in this process. With our unique position in the industry, we are poised to engage with stakeholders—brands, publishers, regulators—to drive the change that is so desperately needed. This challenge presents a profound opportunity for brands to make a meaningful impact: to reach audiences through previously inaccessible channels, to champion privacy standards that respect consumers’ rights, and to defend an open, diverse, and truly global web that serves the needs of all.
