Effectiveness of ads on the open web vs. within walled gardens in the U.S. 2020
During a survey carried out among adult U.S. consumers, it was found that ads on the open internet were more relevant and more impactful than ads encountered within walled gardens such as Facebook, Instagram, YouTube, or Amazon. Amazon beat the open internet only when the interviewees were asked where they were more likely to find ads that would make them immediately make a purchase.
