Open Media

Up to 75% of publisher traffic never makes it to audience extension. Here's how to plug the leaks

Sep 16, 2026

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3 min read

Up to 75% of publisher traffic never makes it to audience extension. Here's how to plug the leaks

Bot traffic, consent rates, browser protections, DMP syncing and DSP syncing each shave off part of the audience a publisher thinks it can sell.

Max Legrand

Open Media

Summer hits 2026: five ad tech stories that shape the fall agenda

Sep 2, 2026

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9 min read

Summer hits 2026: five ad tech stories that shape the fall agenda

From Nielsen's $2.15 billion bid for DoubleVerify to ChatGPT Ads landing in France, here is what each of the summer's moves says about where the market is heading.

Nicolas Jaimes

Open Media

European Media Marketplace: Equativ pools European media and data to strengthen the Open Web

Jul 7, 2026

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3 min read

European Media Marketplace: Equativ pools European media and data to strengthen the Open Web

By bringing together the inventory, first-party data and activation technologies of major European media, telecom and e-commerce companies, Equativ wants to make the Open Web easier and more efficient to buy. Its European Media Marketplace promises standardized audience segments, cross-channel activation and more than 70% of advertisers’ budgets going toward working media.

Nicolas Jaimes

Open Media

Confessions of an anonymous media buyer: "The Publicis Media - The Trade Desk affair forced every media agency to justify to its clients that fee-control protocols exist... over very little."

May 27, 2026

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5 min read

Confessions of an anonymous media buyer: "The Publicis Media - The Trade Desk affair forced every media agency to justify to its clients that fee-control protocols exist... over very little."

Two months after reports that Publicis Media US had stopped recommending The Trade Desk following an unfavorable audit, Open Garden spoke to a media buyer about how he reads the affair and what it changed in his day-to-day work.

Nicolas Jaimes

Open Media

Publicis pulls off a masterstroke with LiveRamp... that is already unsettling parts of the market

May 18, 2026

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5 min read

Publicis pulls off a masterstroke with LiveRamp... that is already unsettling parts of the market

By buying LiveRamp for $2.2 billion, Publicis is no longer just adding a data asset. It is taking control of an infrastructure layer used by much of the advertising ecosystem - including its direct competitors.

Nicolas Jaimes

Open Media

Creator budgets move into the media plan in 2026, and buying follows

Feb 25, 2026

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3 min read

Creator budgets move into the media plan in 2026, and buying follows

The IAB puts U.S. creator economy spending at $43.9 billion next year, and more than half of it will go to paid amplification rather than to the posts themselves.

Nicolas Jaimes

Open Media

Nestlé tested five shared IDs on mobile, and only the deterministic one held frequency

Dec 3, 2025

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4 min read

Nestlé tested five shared IDs on mobile, and only the deterministic one held frequency

The test, run with WPP Media inside Equativ's curated marketplace, found hybrid IDs burning a quarter to a third of budget on users who had already hit the cap.

Nicolas Jaimes