Data curation is emerging as a critical necessity for advertisers in Europe, transforming how they interact with programmatic advertising. Traditionally reliant on programmatic bidding, advertisers are now leveraging data curation to tailor their ad inventory more closely. Research indicates that a significant 90% of European marketers are allocating part of their budgets to curation platforms, with French marketers leading in adoption. This global trend, exemplified by Google's introduction of new curation tools, points to an increasing demand for streamlined advertising processes, promising improvements in efficiency and effectiveness.
As the ad tech ecosystem undergoes continual transformation, data curation is becoming increasingly essential for many advertisers. Leaving behind the traditional approach...
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