Game on: As regulators focus in on Google, Aussie advertisers stand to gain

It’s not lost on marketers that Google is facing mounting legal challenges around the world. In the United States, courts have ruled that the company illegally monopolized both online search and major parts of the digital ad stack. In Europe, competition authorities have imposed hundreds of millions of euros in fines for self-preferencing. And in Australia, publishers have launched class action lawsuits alleging years of underpayment and unfair dealing.

For local marketers, these global developments are more than distant headlines — they signal a shifting landscape at home. But Aussie marketers don’t need to sweat it — the bigger story is how consumers in Australia are already leaning into fast-growing channels featuring highly engaging content.

Smart marketers are already noticing that premium content — streaming TV, news, podcasts — is driving deeper engagement than fleeting online searches or UGC videos ever could. At the same time, both the industry and regulators are pushing back against decades of Google’s outsized influence in digital marketing.

A wake-up call for Aussie brands

Here in Australia, brands are under increasing pressure to prove the value of every ad dollar and to ensure their ads land in trusted environments. That means demanding more transparency, more control and real accountability. Not just the word of a walled garden grading its own homework.

More marketers are also waking up to the risks of outsourcing their strategy to black box platforms — a relationship that may feel less like a partnership, and more like dependence: opaque, one-sided and subject to constantly shifting rules.

That’s where the open internet can offer a genuine alternative. Unlike walled gardens, it can give brands access to independent, third-party measurement. Advertisers can track the metrics that matter, from sales to brand awareness, to prove real business impact.

Think of it this way: Walled gardens offer a keyhole view of your campaign. The open internet can give you a panoramic perspective. For advertisers focused on maximizing ROI, full visibility isn’t just an option — it’s an essential part of the campaign plan and one which increasingly commands investment.

Aussie consumers are already ahead of the curve

While ad dollars are still flowing into walled gardens, there is growing awareness among Aussie marketers that consumers are shifting their habits and are spending significant time with fast-growing channels where they are highly engaged and leaned in.

According to The Trade Desk’s report “Not All Online Time Is Equal,” which surveyed over 2,000 Australians, nearly half (46%) said they’re likely to skip ads on YouTube and other social media platforms. In addition, a further 52% said they believe these ads are “listening” to them, a perception that’s fueling mistrust.

Meanwhile, the open internet is where engagement is growing. One-third of Aussies say they feel informed and attentive when consuming content on the open internet — whether that’s streaming TV, premium news, podcasts or gaming. Yet, two-thirds of ad spend reportedly remains locked inside walled gardens.

For brands willing to follow the audience, this disconnect presents a golden opportunity. Younger Australians, in particular, are spending more time on podcasts, music streaming, streaming TV and online gaming. To stay relevant, advertisers must follow their audience by investing in these rapidly growing areas.

Premium content in demand

Walled gardens have long been dominated by promising performance, despite their opaque measurement. But with regulatory scrutiny rising and advertiser expectations evolving, the call for trusted, transparent alternatives is louder than ever.

Premium content is at the heart of this shift. As consumers increasingly seek high-quality content experiences across the open internet, publishers have a chance to step up, sharpening audience targeting, proving outcomes and positioning premium environments as scalable, trusted alternatives.

Industry inflection point

Consumers want better experiences. Advertisers demand more accountability. And publishers are ready. The open internet — with its transparency, scale and premium content — is where the next big wins will likely happen.

It’s time for marketers to seize the moment, refine their strategies and own this wide-open field.

The Current is owned and operated by The Trade Desk Inc. This information is provided solely for background and is not a representation or guarantee of any future performance. This op-ed represents the views and opinions of the author and not of The Current, a division of The Trade Desk, or The Trade Desk. The appearance of the op-ed on The Current does not constitute an endorsement by The Current or The Trade Desk.