LAS VEGAS – A significant part of the media marketplace is behind paywalls or in closed systems known as walled gardens that include social media platforms, shopping sites and connected television apps. Fortunately, brands can reach a greater range of audiences outside of these channels on the open web.
“The greatest opportunity of the open internet, when you think about the full funnel and all the opportunities that exist is the diversity of partners in that ecosystem,” Chrissie Hanson, chief executive of Omnicom Group’s OMD USA, said in this interview at CES 2025 with Julian Zilberbrand on behalf of Beet.TV.
“It’s a little bit like when you think about biology. The more diverse things are, the stronger the final product is,” she said, “and it is the same thing when you think about that full-funnel experience.”
Closing ‘Say-Do’ Gap
The commitment to collaboration and co-creation among partners and different sources of data results in more touchpoints between …