"A defining strength of independent media agencies is their agility in embracing new ways of working. This enables them to move quickly and capitalize on market shifts. Their start-up and scale-up mindset helps them rapidly align with emerging tools and technologies to seize new opportunities. This entrepreneurial DNA drives the adoption of new smart, efficient, and scalable solutions to compete with larger agency networks - while delivering superior results for clients."
"Curation is the major new market shift, and agencies are moving fast in response to the phase-out of third-party cookies, with open web addressability now declining to less than 20% according to the IAB. In our recent article, 'From buzzword to better advertising, why supply-side curation is the smart approachin 2025,'we outlined how curation platforms give buyers direct access to inventory at the supply source for programmatic deal creation and activation."
Independent media agencies leverage agility and a start-up mindset to adopt emerging tools and technologies rapidly, enabling quick responses to market shifts. Curation emerges as the major market shift amid the phase-out of third-party cookies and falling open web addressability below 20% per the IAB. Curation platforms provide buyers direct access to inventory at the supply source for programmatic deal creation and activation, optimizing across data signals to achieve greater scale for high-value impressions and stronger campaign outcomes. Curation grants independents pre-vetted, high-quality inventory without direct publisher relationships or large spend commitments. Leading services like Onetag Smart Curation offer immediate access with zero tech fee.
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