Plotting the Future of the Open Web in 2026

“For too long, scale — sheer impressions — has been the default goal. Yet industry realities are catching up: MFA content, bot traffic, multi-hop reselling, and request duplication all erode trust and diminish real value. With a finite amount of premium inventory out there, bigger isn’t always better and advertisers want to be sure their budgets are going toward real, high-value opportunities that align with their brand values and that actually perform.”

— Tyler Romasco, EVP, Demand Platform & Publisher Partnerships at OpenX

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