Unlocking App Growth on the Open Internet: Why it Matters in 2026

The article argues that the open internet—comprising millions of independent apps, ad networks, and DSPs—presents a major growth opportunity for app advertisers, yet remains underutilized. Key data points include: US consumers spend 59% of online time on the open internet, but only 48% of ad dollars go there (The Trade Desk). Walled gardens (Meta, Google, TikTok) are losing programmatic ad spend share for the first time since 2017 (EMARKETER), driven by rising costs (Facebook CPI max $5.50 vs.

ad network $4.50, per Business of Apps) and Apple's ATT framework, which complicated tracking and inflated costs. Machine learning levels the playing field, enabling real-time, automated targeting across fragmented inventories. For gaming apps, the open web offers relevant users (gamers on game inventories), contextual playable ads, and improved segmentation.

For non-gaming (e.g., e-commerce), benefits include expanded audience targeting, performance-based pricing (e.g., Target ROAS), and engaging ad formats like shoppable videos. Actionable takeaway: approach the open internet in three steps—learn the decentralized ecosystem, work with partners that provide scale (high fill rates), and integrate a mobile measurement platform for unified attribution. Mintegral's SDK-powered solution covers 100,000+ apps, offering fill-rate control and integration with major exchanges, positioning it as a key enabler for open web growth.