The rise of curation in ad tech is reshaping how buyers and publishers interact, enhancing efficiency by allowing data owners to curate across multiple demand-side platforms (DSPs), thereby minimizing reliance on resellers and optimizing supply channels.
Paparo notes that Prohaska Consulting's initiative to curate a marketplace for trusted news publishers has sparked criticism, revealing the age-old tension between traditional ad networks and modern DSPs. Though some critics liken this approach to a mere revival of outdated networks, he argues it could empower smaller sites.
The reintroduction of curated marketplaces may initially appear regressive to some critics, but curation could be a strategic move to enhance targeting capabilities and market penetration that DSPs have struggled to provide.
Charter's strategy to bundle streaming services into its cable offerings illustrates a proactive approach to counter increasing cord-cutting trends. By integrating more popular streaming options, they aim to retain customers while adapting to evolving viewing habits.
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