The New Open Web:
The Internet’s Future is N.O.W.
Bear with us for a very brief history lesson:
First, there was Web 1.0 – it was all about open protocols and standards, offering a new world of possibility. Web 2.0? That’s where Big Tech came from. Web 2.0 was a grab for eyeballs, focused on maximizing revenue no matter the cost.
Today, however, things are changing.
We’ve undergone monumental change in just a year’s time, witnessing a decade’s worth of advancement in a period of months, and that includes how consumers use and engage with the internet. With the introduction of new devices, new protocols and more, some are suggesting this is Web 3.0.
Chris Vanderhook, Viant’s COO and co-founder, suggests it’s something else: what Viant is calling the New Open Web.
The New Open Web “is really [about] decentralization,” Vanderhook said, “where these large, big tech companies don’t control everything that we do. It’s more community focused. We see a lot more control going to consumers as well as brands.”
It’s conventional wisdom that the future is – and should be – about preserving the past as much as possible, in order to minimize disruption. But think for just a second about this time of digital transformation. From blockchain to NFTs to crypto to the end of third-party cookies, preservation clearly isn’t the way forward.
“[This] can only mean one thing,” Vanderhook said. “Conventional is out. Unconventional is in.”
With the near-constant introduction of new devices and channels (think connected TV and digital audio), decentralization is increasing … and fast. It turns out, what’s happening online isn’t so much about preserving the past as it is about returning to the original promises made when the internet first became available to consumers, and then building on them.
For consumers and marketers alike, this is a good thing.
To Vanderhook, the New Open Web is about putting users first, valuing freedom and independence over controlled spaces, like the walled gardens.
“As a brand or advertiser, does this sound scary to you?” Vanderhook asked. “It shouldn’t. This next evolution of the web means more power for more users, but it also means more power for you.”
By leveraging the opportunities available in the New Open Web, marketers will no longer be shouting into a canyon, hoping someone at the bottom can hear them. Instead, they can be people-focused, engaging consumers who are interested in what their brands have to say. It’s an approach that benefits both sides.
“A web that works for everyone gives marketers more choice and the tools to make those choices better,” Vanderhook said.
The current moment is full of opportunity. But to accomplish all this, marketers must work with a partner like Viant, which is people-based and can reach consumers as individuals – not just as parts of an algorithm.
With an approach like that offered by Viant, marketers can communicate with actual consumers, not anonymous proxies like cookies or device IDs. They can navigate the perils of fragmentation and disparate data by understanding what’s really going on with their customers, both online and offline.
Consumers still appreciate great advertising. What they don’t appreciate is invasive messaging that often feels like it follows them around the web. With a people-based approach and Viant’s vision, marketers can build on the web’s original promises and foster an internet that’s better for everyone involved.
“Where others see chaos that needs to be tamed,” Vanderhook said, “Viant sees a New Open Web full of possibilities.”
Navigate the perils of fragmentation and disparate data by giving you a way to see what’s really going on with your consumers, online and offline.
Learn more about The Internet’s Future is N.O.W. in the video above.