Platforms and publishers should also amplify how brands can reap added value from the open internet, said Richard Hartell, North America CEO of EssenceMediacom US.

“Ask marketers, ‘What don’t you get from the walled gardens? Maybe you can’t necessarily get a trusted brand context that matches your brand, or certain parts of utility and functionality that do not exist,” he said. “As a publisher, I can say, ‘Hey, agency people, there might be some measurement and attribution problems, but I can give you innovation you can’t get on Facebook, Google, or Amazon.”