The Open Web is at a turning point. Audience fragmentation, increasing performance pressure, and ever more standardized advertising formats are making attention scarcer and harder to turn into value. What if conversation were part of the answer?

As part of the Open Garden Innovators, Collective Audience shared its vision for a more engaging, more useful, and more sustainable Open Web. 🎙️ In this interview, Romain Cauchois explores a key lever behind that vision: conversational formats.

Why conversational formats are a game changer?

Unlike traditional advertising formats, conversational formats put the user back at the center of the experience. They don’t just capture attention, they invite interaction, response, and genuine involvement.

The result:

• more meaningful, higher-quality attention,
• measurable engagement,
• better monetization of publisher inventory, and a more respectful experience for audiences.

At Collective Audience, we strongly believe these formats offer a concrete response to today’s Open Web challenges, by reconciling performance, user experience, and media value. This vision is fully aligned with the Open Garden philosophy and the principles of the Open & Safe Garden: an open, transparent ecosystem where innovation benefits the entire value chain—brands, publishers, and users alike.

🎥 Watch the full interview below and dive into our vision for re-enchanting the Open Web through conversational formats.