Curation in ad tech represents a transformative approach, navigating the vast programmatic market by intelligently aggregating audience data and ensuring supply chain integrity to enhance targeting efficiency.
Curation is like aggregating select supply from the open programmatic market along the dimensions of audience data, contextual data, and supply chain integrity, creating a more efficient reach for advertisers.
Unlike traditional targeting via DSPs, which can only capture a fragment of the bidstream data, curation allows a deeper analysis of the entire ecosystem, thus redefining how we view sell-side targeting.
This innovative strategy of combining curated packages of ad impressions with specific deal IDs offers a unique alternative: blending the benefits of open auctions with the structure of direct publisher deals.
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