Glossary/Adtech & Programmatic/Open Web
Adtech & Programmatic
Open Web
Ad-supported websites and apps outside the major walled gardens, typically monetized through programmatic exchanges and SSPs.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 2 of Programmatic 101
Short answer
The open web refers to ad-supported websites and apps that operate outside the major walled gardens such as Google, Meta, and Amazon. These publishers typically monetize through programmatic exchanges, SSPs, and direct deals. The term is used to discuss competition, data access, and how ad spend is divided between independent publishers and large platforms.