Effective curation of ad inventory can solve for value-chain efficiency

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 22, 2021, 11:47 AM UTC

With marketplaces adopting identity-resolutions and consent-based privacy strategies, the need of curation has grown.

By addressing the current transparency and complexity issues in the programmatic advertising ecosystem, curation allows advertisers to justify their ad business. Due to factors like too many supply-side platforms (SSPs), buyers buying from other buyers, and the centralisation of connected TV (CTV), programmatic has become fragmented and difficult to track and measure.

Brands and publishers can shorten supply chains through effective curation of ad inventory. Curators can leverage new data sets to deliver auction packages with multi-publisher deal IDs at more affordable prices in a scaled context.

In today's market, where stringent optimisation paths have resulted in complex supply chains, using a curation model can improve value-chain efficiency. Curation can help brands develop and monetise data in cohorts, as platforms with capabilities like log processing, storage, and direct integrations emerge.

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