To answer these questions, Outbrain proposes a bold approach, based on two essential pillars: the opportunity that the open web represents on many essential aspects for brands, and the integration of artificial intelligence (AI).
The open web: a strategic environment for the retail sector
In an advertising ecosystem dominated by walled garden giants, the open web stands out as an exception. It embodies a space where brands can reach and engage high-value audiences without the constraints imposed by closed platforms.
Outbrain’s Holiday Retail Guide reveals that 4 out of 5 advertisers, agencies, and publishers believe the open web is more effective at reaching and engaging quality audiences. And the numbers speak for themselves: Internet users spend 59% of their time online on the open web, a channel that saw ad spend surpass 50% for the first time since 2014.
For François-Xavier Préaut, General Manager of Outbrain cash app database France, this evolution is much more than a simple tactical choice: “Brands and users are migrating to the open web not only for its guarantees in terms of confidentiality, but also for clear and measurable results. This is particularly true when we talk about incremental reach and attention optimization, essential elements for a successful branding campaign. But the open web also allows retailers to generate results throughout the funnel, from awareness and engagement to conversion.”
AI: engine of personalization and performance
In this context, AI is emerging as an essential lever. More than just a tool, it acts as a catalyst, allowing brands to optimize their campaigns in real time, refine their bidding strategies, and offer ultra-personalized experiences.
What sets AI apart in modern marketing is its ability to balance efficiency and privacy. With contextual and proprietary data, brands can target relevant audiences without resorting to intrusive practices. On the open web, this alliance between technology and advertising ethics makes perfect sense, making it possible to reach consumers at the precise moment when their engagement is strongest.
AI is also transforming content creation. By analyzing past performance, it generates creative variations optimized for each audience segment and format, whether it’s placements within articles or immersive experiences in feeds. The goal: to ensure that each advertising message is relevant to its target audience.
Turning the Holiday Season into a Sustainable Marketing Success
For retail brands, the holiday season is a true test of resilience and innovation. With 74% of advertisers saying inventory on reputable news sites delivers high ROI, the open web, empowered by AI, is no longer just an opportunity: it’s a vital strategic ally to stand out and drive results throughout the funnel in a quality environment.
To go further, Outbrain's Retail Guide: Holiday Season reveals the keys to an effective strategy. Because in a constantly evolving digital world, it is the brands capable of combining innovation and relevance that will be able to stand out from the crowd.
