Emergent Tech Boosts Full-Funnel Marketing on Open Web OMDs Ben Hovaness Beet.TV [Video]

LAS VEGAS – Privacy regulations in many parts of the world has the advertising and marketing industry to seek other ways to track online consumers while also giving them more control of their personal information. Emerging technologies promise to provide these capabilities on the open web, which consists of sites whose main features aren’t locked inside a virtual walled garden.

“People have a lot of different perspectives on what is the open web. The most common view is that it’s open to consumers, as in people can access certain websites without being blocked by a paywall,” Ben Hovaness, chief media officer at Omnicom Group’s OMD Worldwide, said in this interview at CES 2025 with Lisa Granatstein, editorial director of Beet.TV.

“It’s also open to advertisers in the sense that inventory is made available through the open federated programmatic ecosystem,” Hovaness said.

The need for alternative ways to track people’s website visits has been magnified with Google’s decision …