The Open Web Isn’t Dead: Why Programmatic Display Still Belongs in Your Media Mix

Rumors of the open web’s death have been greatly exaggerated. While social platforms, AI advertising and content apps grab headlines, programmatic display still quietly powers discovery, awareness, and performance across the digital landscape. The truth? The open web isn’t dying—it’s evolving with new toolsets. And, for marketers who know how to use it, programmatic display remains one of the most adaptable, data-rich, and brand-building channels available. Here’s why it still deserves a place in your media mix—and how to use it smarter than ever.