Curation is transforming programmatic advertising by reorienting the established roles of DSPs, SSPs, and publishers. This shift generates polarized reactions within the industry, with some fearing negative consequences while others remain indifferent. The trend emphasizes moving value and intelligence upstream to supply marketplaces and publishers rather than being concentrated in demand-side platforms. According to Bob Regular, CEO of Infolinks Media, such changes are leading to improved performance and transparency, highlighting the need for a reevaluation of economic objectives within the advertising supply chain.
Curation in programmatic advertising brings an artisanal touch, challenging existing power dynamics and shifting value from DSPs to publishers.
Curation is not just repackaging solutions; it's fundamentally altering where intelligence and value lie in the advertising supply chain.
As Bob Regular highlighted, curation is moving value upstream closer to publishers, which can enhance performance outcomes and transparency.
The shift to curation reveals the imbalance in digital advertising's supply chain, where budgets are diminished as they progress from advertisers to publishers.
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