The IAB Tech Lab's innovations like Seller Defined Audiences and the Data Transparency Standard have emerged to combat transparency issues, but buy-side adoption remains lacking.
Despite the theoretical benefits of curation, the vast programmatic scale undermines potential CPM increases for premium publishers, as DSPs persistently favor cheaper inventory.
Curation seeks to add value by filtering low-quality inventory; however, the higher fees from SSPs for curated deals leave publishers' revenues unchanged.
Publishers must adapt their strategies to focus on quality to navigate the ongoing trend of curation in the supply chain.
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