Emma Newman, CRO EMEA at PubMatic and winner of The Wires' Adtech Personality of the Year, writes on the risks to the Open Internet and journalism, and how digital advertising can save the day. You can hear more from Emma on Episode 1 of our podcast Legends of Adtech – out now!

The internet is at a crossroads. Not from the rise of AI overlords, but from a subtle, profound shift in how we access, trust and engage with content. AI-driven algorithms are reshaping search behaviours, traffic to publishers is declining and vital historical information is quietly disappearing. Meanwhile, social media platforms are retreating from content regulation and user-generated content is increasingly being hidden from public view just months after it’s posted (Pew Research Center).

This isn’t just about broken links or missing posts – it’s about the very future of the open internet.

Walled gardens, AI content filtering and bias insertion threaten to erode the transparency, accessibility and diversity that have made the internet one of the greatest forces for democracy, culture and human progress. And adding to this crisis, professional journalism, the heartbeat of a well-informed society, is under siege. In just the first few months of 2025, over 900 journalists have lost their jobs (Press Gazette). These warning signs are flashing brightly.

Yet there is a powerful force that can reverse this dangerous trend: digital advertising.

Advertising: The Lifeline of a Thriving, Open Internet

At the heart of an accessible, affordable and open internet is digital advertising. Without it, we risk losing the high-quality journalism that holds power accountable, the entertainment that inspires millions and the information ecosystems that empower citizens and fuel economies.

The numbers are staggering: digital ad spending on the open internet is forecasted to hit $513 billion in 2025 (dentsu). This funding is not just monetary support, it is what enables Pulitzer Prize-winning investigations, groundbreaking entertainment and world-shaping innovation to flourish.

Without advertising, what happens to our shared cultural moments, our collective history and the vibrant communities that form around trusted content? What would the world look like without the investigative journalists who expose corruption, the documentaries that challenge us to think differently or the sporting events that unite entire nations?

Introducing: #FundedByAdvertising

At PubMatic, we believe it’s time to act. That's why we are proud to launch the #FundedByAdvertising campaign. A movement to champion the publishers, journalists, creators and innovators who shape the culture of the open internet every day.

#FundedByAdvertising is a rallying cry. A reminder that good advertising doesn't just sell products, it sustains free access to information, supports creativity and drives societal progress.

Great advertising respects user privacy, promotes transparency and enhances user experiences through innovative formats like contextual and interest-based advertising. It protects user trust while ensuring publishers can continue producing the vital content society depends on.

Advertising is more than just commerce - it’s culture.

Champions League: A Watershed Moment for Live, Streamed Culture

The landscape of media consumption is undergoing a dramatic transformation as live sports and major cultural events increasingly migrate to digital platforms. These shifts are not only changing how we access content but are also redefining the very nature of shared cultural experiences.

Take the UEFA Champions League as an example. In 2025, for the first time, major Champions League matches, including key semifinals, were broadcast live exclusively on Amazon Prime Video in Germany, reaching millions of viewers outside traditional TV. 

These matches weren’t just streamed – they were supported by advertising, with pre-game, halftime, and in-stream ads creating a vital revenue stream that helped keep access affordable and content accessible. This watershed moment underscored the growing demand for live sports through digital platforms, and the critical role that advertising plays in sustaining these culture-defining events.

Digital advertising doesn’t just fund broadcasts; it keeps these moments accessible to all, democratising experiences that otherwise might have been paywalled or restricted.

The Rise of FAST and CTV: New Frontiers for Storytelling

The migration of content to Connected TV (CTV) and FAST platforms offers another powerful example of advertising’s positive impact. In 2025, an estimated $32.82 billion will flow into the CTV advertising market (eMarketer), fuelling a golden age of digital storytelling.

This year's Oscars recorded its largest digital footprint yet, with 1.65 million viewers streaming via mobile or desktop – part of a total audience of 19.7 million, the highest in five years (NBC News).

Platforms like NBCUniversal, Paramount, Roku, and Warner Bros. Discovery are leading this revolution, making award shows, scripted series, and live events accessible without sky-high subscription fees – thanks to the support of digital advertisers.

By embracing #FundedByAdvertising, we celebrate these partners and ensure that cultural storytelling remains diverse, vibrant, and affordable.

Journalism: The Foundation of a Healthy Internet

Without strong journalism, the internet risks devolving into a chaotic, credibility-free zone.

The massive layoffs across Euronews, Axel Springer, and Tamedia serve as a stark warning: if we do not actively fund professional reporting, we risk silencing the critical voices that hold the powerful accountable.

At PubMatic, we’re proud to support publishers like The Guardian, The New York Times, Vox Media and many more through privacy-conscious, ethical advertising. Our commitment remains clear: an open internet without quality journalism is no internet at all.

Channel 4’s call for a "trust mark" to help audiences identify credible news sources reflects the kind of innovation needed to rebuild trust in a fragmented digital world but it will only succeed if we sustain it with robust advertising investment.

Consumers Understand the Value and Expect It

Recent research from IAB Europe revealed that consumers receive, on average, €212 worth of free digital services every month thanks to advertising. Moreover, 60% of Europeans support a “pay or consent” model — but only when the value exchange is made crystal clear.

This is our opportunity. We must transparently communicate the essential role advertising plays in maintaining a free and open internet. When consumers see the real value they receive, they are far more willing to support the ecosystem.

New Voices, New Opportunities

Advertising doesn’t just sustain the status quo, it opens doors.

At Advertising Week Europe, GroupM’s Chris Keenan shared how GroupM doubled its investment in women’s sports advertising. Over 20 brands increased their commitments, unlocking new revenue streams and elevating underrepresented athletes and communities.

This cultural shift, towards greater equity, visibility, and innovation was made possible by brands willing to invest through smart, ethical advertising strategies.

It’s a powerful reminder: the open internet isn’t just a marketplace of ideas. It’s a thriving garden of stories, creativity and possibility and it needs our collective support to flourish.

Join the Movement: #FundedByAdvertising

This is more than a campaign. It’s a movement.

Advertisers, agencies, publishers and consumers alike must stand together to protect the open internet. An internet where information is accessible, creativity thrives and human connection remains at the centre of the digital experience.

At PubMatic, we have been connecting advertisers and publishers for nearly 20 years, moving nearly $10 billion through the ecosystem to support journalism, storytelling and innovation.

Now, we’re proud to be the voice behind #FundedByAdvertising. But this isn’t about us — it’s about all of us.

Let's celebrate the journalists, the artists, the athletes, the storytellers. Let's invest in the open internet and preserve it for future generations.

Because when we get this right, we don’t just protect the internet — we make it better.

Join us. Share the message. Support the cause.

The future of the open internet is #FundedByAdvertising.