The Trade Desk’s inaugural Sellers and Publishers Report is a comprehensive analysis that explores the shift in digital advertising spending from platforms like Facebook and Google to the open internet. The report highlights the increasing popularity of premium content on the open internet and features the first-ever 'Best of the Open Internet' list, showcasing the 100 most popular and engaging digital destinations for advertisers.

Connected TV and audio channels are accelerating the shift to the premium internet by offering high-quality, engaging content that attracts more advertisers. These fast-growing channels provide an alternative to traditional digital advertising platforms like Facebook and Google, contributing to the increasing digital advertising spend on the open internet.

The 'Best of the Open Internet' list ranks digital publishers based on several criteria, including:

• Advertising quality: Viewability, ads to content ratio, and refresh rate.
• Reach: The extent of audience engagement.
• Decisioned programmatic inventory: The efficiency of automated ad buying.
• Supply path efficiency: The effectiveness of the ad supply chain.
• Distribution quality: The overall quality of content distribution.

This assessment was conducted in partnership with Sincera, a leading digital advertising data company.

The shift in digital advertising spending from Facebook and Google to the open internet is primarily due to the increasing popularity of premium content available only on the open internet. Advertisers are attracted to high-quality, engaging content found on platforms like Connected TV and digital audio, which offer better advertising opportunities compared to traditional digital advertising giants.