Most app growth strategies today rely on the same two platforms.

Meta. Google.

They are powerful,  scalable, and they are extremely crowded.

As competition intensifies and CPAs continue to rise, many teams are starting to encounter the same challenge:

Growth begins to plateau.

Relying on two channels may work for a while, but it eventually becomes a structural dependency rather than a long-term strategy.

This is where the Open Internet becomes critical.

Not as a replacement for Meta or Google, but as a strategic extension of the acquisition system.

Leading app teams are increasingly expanding into new environments across the Open Internet, including:

• OEM placements
• DSP-driven programmatic environments
• Connected TV (CTV)
• Rewarded ecosystems
• Alternative ad networks

These channels remain underutilized by many advertisers, yet they are becoming increasingly important for teams serious about sustainable scale and diversification.

This guide was created to help app teams understand how the Open Internet fits into a modern acquisition system — and how to approach expansion beyond the traditional duopoly in a structured, measurable way.