Is Facebook's ad tech business “closed”? Smaller competitors say it is, and so do independent observers concerned about the return of the walled-garden Internet. Brian Boland, Facebook's VP of advertising technology, says he is annoyed by the open/closed argument. “Every time there's an acquisition or a thing we launch, there tends to be a lot of discussion around open vs. closed.” He said driving business outcomes for advertisers is what matters. How? Unity, quality, ease of use and scale are the keys.