After years of fluctuating interest, programmatic curation is finally taking center stage in ad tech. Even Google is jumping on the bandwagon – a clear sign that it’s no longer a niche tactic but a fundamental shift in how programmatic advertising operates. But here’s the kicker: Google’s version of curation won’t necessarily resemble anyone else’s. That’s because “curation” is a broad term that means different things depending on the business model behind it. So, what exactly is programmatic curation, and why is it essential?
Understanding Programmatic Curation
At its core, programmatic curation is the process of refining the programmatic supply chain by selecting high-quality ad inventory and applying sophisticated data strategies – such as audience segmentation, contextual relevance, and supply path optimization – to create valuable, efficient ad opportunities for buyers.
When done right, it’s a win-win for both advertisers and publishers: advertisers achieve better efficiency and transparency, while publishers can unlock more revenue by selling curated impressions at premium prices.
Is This Just DSP Targeting?
Not quite. While DSPs have traditionally been the gatekeepers for audience targeting, they only analyze a limited slice of the bidstream due to cost constraints and visibility. Programmatic curation, however, operates on the sell-side, leveraging supply-side platforms (SSPs) to process the full bidstream and construct curated auction packages that align with advertiser needs.
In other words, while DSPs focus on refining targeting within their own limited datasets, curators work with a broader, more complete data set – making curation much more than just enhanced targeting.
How Does Programmatic Curation Work?
Think of it as an intermediary approach between open auctions and direct publisher deals. Curation groups ad impressions under a unique deal ID, similar to direct deals, but instead of offering exclusive access, these curated packages are sold within the open programmatic market.
Building curated packages mostly consist three key elements:
- Audience Data: First-party signals and alternative identity solutions (e.g., UID2, publisher data) are layered in for precision.
- Contextual Data: Ensuring ads appear in brand-safe, relevant environments without relying on third-party cookies.
- Supply Chain Integrity: Filtering out low-value impressions, including arbitrage-based inventory and resellers, to maintain high-quality placements.
Why Does This Matter?
One of the biggest advantages of curation is that it helps prevent advertisers from falling into common pitfalls like invalid traffic (IVT) and misleadingly high click-through rates (CTR) generated by fraudulent activity.
IVT remains a major challenge in programmatic advertising, costing advertisers billions in wasted ad spend. Many DSPs still struggle to identify and eliminate IVT at scale, leaving advertisers vulnerable. By contrast, curators leverage real-time bidstream analysis, SSP integrations, and stringent filtering mechanisms to weed out IVT-infested inventory before it ever reaches an advertiser’s campaign.
The same goes for excessively high CTRs – often a red flag for bot activity rather than genuine user engagement. Curation helps advertisers avoid these traps by ensuring that inventory meets strict quality standards, reducing reliance on superficial metrics and increasing overall campaign effectiveness.
Does This Mean DSPs Are Becoming Obsolete?
Not in the foreseeable future. DSPs remain crucial for executing media buys and consolidating demand. However, as curation gains traction, it could shift more targeting capabilities to the sell-side, potentially reshaping DSPs into workflow tools rather than primary targeting engines.
This shift is particularly relevant as the industry prepares for a post-cookie landscape. Without third-party cookies, DSPs will lose one of their primary means of audience targeting, while curators – who already specialize in privacy-friendly targeting approaches – are well-positioned to fill that gap.
Why Is Curation Getting So Much Attention Now?
The answer is simple: money. Advertisers are increasingly looking for ways to reach audiences more efficiently while maintaining transparency and brand safety. The recent rise in curation adoption underscores its growing importance:
- Coca-Cola’s programmatic lead recently highlighted curation as a key focus for their future advertising strategy.
- Ad agencies are doubling down on curation, recognizing it as a strategic advantage in a more fragmented, privacy-conscious programmatic ecosystem.
Final Thoughts
Curation isn’t just another buzzword in ad tech – it’s a fundamental shift in how programmatic advertising operates. By offering a smarter, more transparent approach to inventory selection, audience targeting, and supply chain optimization, curation delivers tangible benefits for advertisers and publishers alike.
As programmatic continues to evolve, expect curation to play an even larger role in shaping the future of digital advertising. And with more brands, agencies, and tech vendors embracing it, now is the time to pay attention – or risk getting left behind.
If you are interested in curation and want to exchange thoughts, feel free to contact us.
