In Anthony Vargas’ excellent article for AdExchanger–How Sell-Side Curation Is Reshaping The Post-Cookie Supply Chain–he lays out how Data Curation is emerging as the post-cookie trend for all programmatic advertising. For this milestone piece on curation, AdExchanger interviewed innumerable companies including: independent agency Butler/Till, data company Experian, insurance brand State Farm and data curation company Audigent.

The article reported on the performance impact curation delivers in-market:

Butler/Till, in partnership with Audigent, has set up curated programmatic marketplaces that focus on different consumer life stages. The PMPs Butler/Till and Audigent created have up to a 5% lower cost per acquisition and 10% lower CPMs,
said Matthew Coleman, director of agent marketing programs at State Farm Insurance.

Click the link below to read more about the additional benefits of curation including optimization, real-time reporting, and cookieless targeting capabilities.