FROM IMPRESSIONS TO IMPACT: HOW THE OPEN INTERNET CREATES REAL VALUE

Summary from the TLDR Marketing newsletter

Online advertising outside platforms like Google and Meta is shifting from buying impressions to driving measurable outcomes. As fragmentation and data loss weaken old models, optimization is moving upstream to filter better inventory before auctions. At the same time, creative is becoming a key performance signal through engagement data. AI connects media and performance into a continuous loop, allowing campaigns to improve in real-time and making the open web more competitive with walled gardens.