Open Webs Content and Audiences are Compelling to Brands: Digitas Megan Jones Beet.TV [Video]

LAS VEGAS – While walled-garden media outlets such as social networking platforms and connected-television apps offer advertisers to scale up their campaigns, the open web also is intriguing to marketers because of its variety of content and audience groups.

“When I think about the future, the kind of complexity and interestingness of other content across the broader open internet is really compelling,” Megan Jones, chief media officer at Publicis Groupe’s Digitas North America, said in this interview at CES 2025 with Julian Zilberbrand on behalf of Beet.TV.

Sifting through the vast troves of data about internet audiences is a key application for technologies such as artificial intelligence and machine learning.

“Understanding how we can identify targets, audiences that actually matter to our clients is really important,” Jones said. “It’s using large volumes of data, it’s allowing my teams to focus on the more strategic side of things. I don’t see a world where it couldn’t be applicable …