What is ad curation?

Ad curation is the process of selectively packaging ad inventory, often enriched with data or context signals, to create higher-quality, more targeted advertising opportunities. This typically occurs in curated marketplaces or private marketplace (PMP) deals and represents a shift from open exchange advertising to a more controlled, efficient environment.

It allows curators—often data providers, SSPs (supply-side platforms), or agencies—to filter inventory based on attributes like audience segments, publisher quality, ad format, contextual signals, or user intent, then offer those packages to advertisers for improved performance and safety.

Why is ad curation gaining momentum now?

Ad curation directly addresses today’s biggest marketing challenges. Four key factors drive its rapid adoption:

  • Evolving privacy regulations are pushing marketers to seek first-party data solutions.
  • Buyers are demanding more transparency and control, aiming to avoid “made-for-advertising (MFA) sites and ad fraud.
  • The rise of connected TV (CTV), retail media, and programmatic direct deals has created an ecosystem naturally aligned with curated models.
  • Technological advances such as AI-powered sentiment analysis and data clean rooms now enable smarter, privacy-safe targeting through curation.
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What are the latest trends in curation for 2025?

  • Massive shift to curated buying: Over 80% of nonsocial programmatic display spend is now in PMPs or direct deals,
  • M&A activity: show the strategic value of curation capabilities.
  • Standardization: (formerly known as Seller Defined Audiences) to improve interoperability and trust.
  • AI-powered segmentation: Machine learning is being used to optimize curated inventory in real time.
  • Omnichannel application: From CTV and podcasts to influencer marketing, curation is being applied across media types.

How is curation different from traditional programmatic buying?

Traditional programmatic relies heavily on demand-side platforms (DSPs) to sift through massive volumes of inventory in real time. In contrast, ad curation moves part of this filtering and decision-making upstream to the supply side (SSPs and publishers). This upstream packaging reduces waste, enhances relevancy, and improves buyer outcomes by ensuring that only qualified, pre-vetted impressions are passed to DSPs.

What are the main benefits of curation for marketers?

Curation solves the core challenges plaguing digital advertising:

  • Improved targeting: Curation allows for the use of contextually rich, high-quality data—like first-party signals or sentiment analysis—to target audiences more precisely.
  • Greater transparency and brand safety: Advertisers gain clarity on where ads will run and avoid low-quality or unsafe environments.
    Operational efficiency: A single curated deal ID can replace dozens of line items, simplifying media planning and reporting.
  • Performance gains: By filtering out low-engagement inventory, curated deals improve KPIs like viewability, video completion rates, and conversion.
  • Privacy-safe data use: Clean room technologies and curated audiences allow marketers to use first-party data without exposing user-level information.

How is ad curation applied across different ad channels?

Curation adapts differently across each digital channel:

  • Web display and mobile web: Curated PMPs prioritize premium publishers and use contextual targeting to ensure high-value impressions.
  • Mobile in-app: Bundles of verified, high-quality apps help advertisers avoid fraud and low engagement.
  • CTV: Premium packages like “primetime dramas” or “live sports” help advertisers align with trusted streaming content.
  • Social media: Though mostly walled gardens, some platforms offer their own curated inventory
  • Digital out-of-home (DOOH): Curation here involves bundling locations and time slots for specific audiences (e.g., commuter screens during rush hour).
Sell-Side Curation Changes Where Data Is Applied in the Supply Chain

Who are the main players in the curation ecosystem?

The curation landscape features six key participant types:

  • Publishers: Create curated deals using their first-party data and content, particularly in retail media.
  • SSPs: Enable and manage curated marketplaces across publisher inventory.
    Agencies: Develop proprietary curation strategies and marketplaces for clients (e.g., ).
  • Advertisers: Push for curated buys that align with their brand and performance needs (e.g., ).
  • Data and identity providers: Enrich inventory with audience or contextual data (e.g., Experian acquiring Audigent).
  • Ad tech and verification firms: Use analytics and AI to vet and optimize curated inventory (e.g., ,).

Are there challenges or downsides to ad curation?

Despite its advantages, curation brings specific challenges:

  • Complexity multiplies with scale. Multiple marketplaces create duplication and logistical problems. Buyers often unwittingly access identical inventory through different packages.
  • Premium prices demand premium results. Curation services raise CPMs or reduce publisher revenue. Demand rigorous performance analysis to justify these increased costs.
  • Privacy compliance requires vigilance. Data sharing within curation models creates compliance risks under GDPR and CCPA. Verify that all deals use genuinely privacy-safe methods.
  • Targeting precision can limit reach. Narrowly defined packages may create inventory pools too small for broader marketing goals. Balance precision with adequate scale.
  • Ecosystem roles blur boundaries. DSPs, SSPs, agencies, and data providers struggle with overlapping functions. These turf conflicts impede innovation and complicate accountability.

How should marketers vet curated inventory?

Due diligence is critical. Marketers should:

  • Ask for details about the curation methodology, including which signals are used and how inventory is vetted.
    Request transparency on fees, especially if a third-party curator is involved.
  • Monitor performance metrics and frequency caps to ensure curated deals are delivering expected value.
  • Ensure data partnerships are privacy-compliant, particularly if user data is involved.

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