Publishers are increasingly recognizing the necessity of engaging with curated advertising solutions despite their skepticism about middlemen profiting from their inventory. Instead of withdrawing, they are adapting to curation practices that can enhance revenue. Positive data from companies like Audigent indicates substantial gains from curated deals, such as increased bid competition and higher revenue per impression in various markets. However, the overall profitability remains a concern, as true net benefits hinge on fees taken by curation vendors, highlighting the ongoing tension in this landscape between revenue and costs.
Publishers are learning to navigate the curation landscape strategically, balancing the necessity for revenue with skepticism about the middlemen involved.
Curated marketplace deals are showing significant revenue increases, with evidence suggesting they can be a smart business decision when approached correctly.
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