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# The open web’s obituary may be premature, AdExchanger argues
- URL: https://www.medianexis.com/the-open-webs-obituary-may-be-premature-adexchanger-argues/
- Published: 2026-09-29T12:21:23.000Z
- Updated: 2026-09-29T12:21:23.000Z
- Description: AdExchanger’s James Hercher reports that buyers like Otherside’s Cory Dobbin and Inuvo’s Eric Tilbury are reconsidering open web display as walled gardens like Meta, Google and Amazon raise prices and strip away optimization levers.
- Author: The Signals Desk
- Tags: Ad-tech, James Hercher, The open web's obituary may be premature, AdExchanger argues

**Why it matters.** Buyers gain negotiating leverage as they shift spend toward open web programmatic where they control targeting, rather than ceding control to walled gardens.

*Signal from* [*adexchanger.com*](https://adexchanger.com/?ref=medianexis.com) *·* [*James Hercher*](https://www.medianexis.com/tag/by-james-hercher/) *·* [*read the original*](https://www.adexchanger.com/display-2/who-will-stand-up-for-the-open-web/?ref=medianexis.com)*.*