"Curation has become a catch-all label... What once lacked clarity due to its novelty now lacks clarity by design."
"Only 18.6% of deals on the market are now considered open auctions. Almost three-quarters of all bids are currently classified as curated deals, despite publishers' profits often remaining the same."
"Curation works when there is efficiency and transparency - only clear content, context and audience can make trading results predictably efficient."
"Instead of being a game of chance, curation must be a balanced and well-considered deal that benefits all parties."
Curated deals were initially introduced to provide structure in programmatic buying but have devolved into vague, catch-all labels without clear standards of value. Many curated deals function as a gamble, performing inconsistently. Currently, a significant majority of deals are categorized as curated, though they offer no better profit margins for publishers. True effectiveness in curation requires transparency and a mutual understanding of financial metrics, yet most packaging fails to provide this clarity, hindering the potential benefits for all involved parties.
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