The Rise of the Premium Internet Report

This report examines the growth of the open internet and the increasing preference of consumers for premium content. It documents the shift in digital advertising spending, highlighting that for the first time in a decade, Facebook and Google accounted for less than half of all digital advertising spending in 2022. The report details how consumers are spending more time on the open internet, particularly on connected TV (CTV) and digital audio, which have seen significant growth in daily consumption. Advertisers are becoming wary of the limitations of walled gardens and are seeking alternatives in the open internet. The report also outlines the characteristics of top digital sellers and publishers, which account for a substantial portion of advertising spend. It emphasizes the importance of content quality and viewability in advertising decisions and notes the ongoing trends in consumer behavior and advertising strategies as they relate to the evolving digital landscape.