Jeff Hirsch

Programmatic ad tech has certainly come a long way. Some might say it’s come all the way — all the way, that is, to reaching the initial goals we set out to achieve. Back when the industry began taking shape, it did so with focused purpose: to build the tech infrastructure and business processes to enable highly efficient media buying in a digital world. We’ve climbed that mountain.

Black-box tech and the opaque environment it enables must be replaced with "clear box" transparency for the benefit of the entire programmatic ecosystem.