Why the Open Web Is the Future for Brands

Why the Open Web Is the Future for Brands

A Turning Point for Brand Safety
For years, brands have debated how to reduce their dependency on the GAFAM giants. But the events of recent months have turned that conversation into action.

The announcement from Meta and X that they will no longer moderate content is more than just a policy change — it’s a turning point. Practically overnight, these platforms became environments where advertisers face the risk of being placed next to content that undermines their values. Combine that with rising geopolitical tensions and even consumer boycotts of certain US brands, and the urgency for alternatives has never been clearer.

Why Breaking Away Is Hard — But Necessary
Breaking away from GAFAM is no small task. Google, Amazon, and Meta alone still capture around 71% of global ad spend. In France, the number is closer to 75%. But this dominance is not absolute.

The Open Web already accounts for more than a third of the time people spend online. And in formats like digital video and Connected TV (CTV), it offers premium, scalable, and brand-safe opportunities that rival — and often outperform — the walled gardens.

Publishers Are Leading the Way

We’re seeing publishers lead this movement. Outlets like The Guardian, La Vanguardia, and Ouest-France have pulled back from certain social networks, reducing their dependency on closed ecosystems.

Advertisers are following, reallocating budgets to safer, more transparent environments. In industries like automotive and tourism, this shift is already well underway.

The Power of the Open Web
At ShowHeroes, we reach nearly 2 billion unique users globally every month, generating over 80 billion views. This scale proves that brands can thrive beyond the walls of the GAFAM, with the added benefits of contextual alignment, transparency, and control.

The Future Is Already Here
This isn’t about ending GAFAM tomorrow. But it is about rebalancing the ecosystem. Advertisers are realizing the Open Web isn’t just an alternative, it’s the future. And the future is already here.