The future of the Open Internet will be poised for some massive shifts in 2024 as to how people interact online, protect their privacy, consent to sharing their data, and then decide whether to OPT-IN or OPT-OUT!

A Free and open Internet has been the promise ~ but in reality, there are costs to building and making tremendous amounts of information available.  And governments are working to manage and protect citizens from exposure of their private info without their express consent.  The internet is transitioning from an 'Opt-Out' mentality to an 'Opt-In' premise where people are authenticating who they are upfront and joining the conversation with control in their hands.  The Internet is NOT Free - we pay for access with an email, a phone number, or with a series of behaviors that indicate who we are and what we are interested in - all towards the goal of getting what we need in the moment.

The Future of TV advertising now hangs in the balance as StreamingTV advances how we deliver Commercials and Advertising across all our devices and home TV screens.  The promise of MORE Diversity, Scale, Value, and Transparency is butting up against the idea of the 'Walled Gardens' of Google, Facebook, Apple, Amazon and TV Networks.   Google had declared it was a force for GOOD - but they are also a 'win at any cost' competitor along with Facebook, Apple, Amazon, and all the giant players out on the web.  They have all become big enough to become draconian and there is a moat of complexity surrounding their castles.

How does the idea of only 4-5 Commercials in an hour of viewing sound? That's an enticing vision vs today's national average of about 15 minutes of commercials per hour which we all know can be tortuous.

And the days of doing those big upfront TV buys once a year are going away in favor of Forward Market Contracts that will change the whole idea of buying TV Ads.  Now there's an opportunity for the Main Street Entrepreneur to be able to compete and buy effective advertising to get in front of their ideal prospects.  It's no longer the channel or the event that drives where an advertiser shows up - it's the interested person who will get a relevant message no matter what show or device they are watching.

1. LESS Ads
2. A Better Experience
3. Control of their Privacy

1. To find and engage with Ideal Customers
2. To know what works - no more 'spray & pray' advertising
3. More direct options that are not 'taxed' by Google, Facebook or Amazon.

First Party Data, CRM Data, LookALikes, + Hi-Quality Audience data all working across various user devices will fuel your next wave of ideal customers.

Unified ID 2.0 (UID2) will help advertisers match their data easily and execute truly Omnichannel campaigns across the open internet.  And without intrusive privacy leaks and additional Spam.