The Open Marketplace (OMP) once revolutionised the partnership between advertisers and publishers, streamlining the process of reaching consumers. However, the landscape has drastically changed. Today, advertisers face a reachability crisis, where the traditional pathways for consumer engagement are rapidly shrinking, rendering the old models ineffective. In this session, we will deep dive into the data, dissect the problem, and discuss actionable solutions to ensure your programmatic budgets are used to reach 100% of available audiences.