Last month, Mogl’s community of independent agencies and growth-focused brands came together in Denver for PEAK Week 2025 - our flagship client summit. The theme, Master the Terrain, focused on the adaptability and courage needed to navigate the dynamic advertising landscape.

One of the most thought-provoking discussions came from The Trade Desk’s Matt Fogarty, who challenged the audience to consider the role advertising plays in funding the content we rely on every day - from premium entertainment to trusted journalism.

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The Open Internet vs. Walled Gardens

The Open Internet thrives on a transparent, mutually beneficial exchange between consumers, publishers, and advertisers. It’s what allows great content to remain accessible and diverse. But that balance is under pressure.

Closed ecosystems, or “Walled Gardens”, control data, limit transparency, and consolidate spend within their own networks. This creates a financial structure that often prioritizes profit over quality content and accountability.

When investment flows away from the Open Internet, the impact extends far beyond media performance. It affects the sustainability of credible journalism and the diversity of voices shaping public discourse.

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Why This Matters for Independent Advertisers

The numbers show a major opportunity. Consumers now spend about 75% of their time on the Open Internet (across CTV, audio, and digital media)¹, yet the majority of ad dollars still flow into Walled Gardens.

For mid-market and independent advertisers, this imbalance means untapped reach, underutilized data, and missed performance potential. The same forces that make the Open Internet vital to democracy also make it one of the most powerful opportunities for business growth.

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Building Stronger Outcomes Beyond the Wall

The good news: barriers that once made Open Internet investment challenging (limited data activation, fragmented supply paths, unclear measurement) are being solved.

Today, advertisers can:

• Activate their first-party data across the Open Internet with interoperability and no added cost.
• Buy directly from trusted publishers and broadcasters with transparent supply paths.
• Measure independently with third-party verification and outcome-based metrics.
• These advancements unlock both performance and purpose - allowing advertisers to drive results while funding the content ecosystem that fuels innovation and information.

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Mogl’s Role in What Comes Next

At Mogl, we believe investing in the Open Internet isn’t just good business - it’s the foundation of a healthier, more sustainable advertising landscape.

Our partnerships with platforms like The Trade Desk enable independent agencies and brands to access the same tools, transparency, and data capabilities once reserved for enterprise advertisers. We help our partners right-size their investment, improve performance, and ultimately, fund what matters.

As the digital landscape evolves, mastering the terrain means choosing openness, accountability, and innovation.

A special thank you to Matt Fogarty of The Trade Desk for sparking such an important conversation at PEAK Week 2025 - and for continuing to champion a more open and equitable internet for advertisers, publishers, and consumers alike.

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Sources:

1. The Trade Desk, Sellers and Publishers Report

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