The Walled Garden vs. Open Internet Debate in 2026: New Data on Where Advertiser Dollars Are Actually Going

Pew Research publishes new survey data showing that 67% of US digital advertising spend is now concentrated in five platforms, with the gap between walled gardens and the open web widening year-over-year. The report includes advertiser sentiment data on brand safety, measurement confidence, and reasons for platform concentration.

Pew Research publishes new survey data showing that 67% of US digital advertising spend is now concentrated in five platforms, with the gap between walled gardens and the open web widening year-over-year. The report includes advertiser sentiment data on brand safety, measurement confidence, and reasons for platform concentration.