The recent figures from online media consumption have thrown some very striking figures regarding how people spend their time online and what is the proportion of media spend across all channels.
While OpenX, The Harris Poll on March 2020 showed the people online spend ⅓ of their time on walled gardens (Meta, Google, Amazon, Twitter) and ⅔ outside these environments, the proportion of media spend is right the opposite with 60% of the budgets falling into these walled gardens.
On the side, new research carried by 3rd party verification vendors, MOAT in this case showed the results when it comes to brand perception and awareness, the results on the open web beat the walled gardens ones.