Programmatic Hasn’t Been Able to Live Up to Its Potential

There needs to be another option to the walled gardens

walled green garden made of hedges; the green hedges are cut to depict a dollar sign in the middle
Programmatic's failure to adjust to marketers' needs has caused a shift in ad spend. Getty Images

Programmatic advertising today is at a crossroads, and if advertising on the open web is ever going to catch up with the walled gardens, there needs to be a fundamental reset in terms of approach.

Todd Parsons is the chief product officer at OpenX.