With all the success surrounding curation, it’s no surprise that more and more players are entering the space. Over the past two weeks, the conversation around curation has reached an all-time high. As the leaders in curation, we are excited to see the industry leaning in.
Curation is no longer just a trend. It has become a key driver for the evolution of a more efficient, privacy-centric, publisher-first advertising ecosystem. With the rise in the number of companies offering curation, a greater range of curation offerings has come with it. We wanted to ‘curate’ a few articles that highlight the best parts of what curation has to offer.
In Marketecture’s latest newsletter on October 21, Ari Paparo, CEO and founder of Marketecture.tv, reviews what curation is, the latest reasons it’s getting media attention, and compares it to ad networks. Below are some of the key benefits curation brings to key programmatic players, as described in that article.
Benefits to Data Owners
Benefits to Publishers
Benefits to Media Buyers
Download the full infographic on curation and its benefits.
On Linkedin, Pesach Lattin, Editor-in-Chief of ADOTAT, goes further to prove curation’s importance, saying, “Curation is pulling the good stuff out of the mess, ensuring advertisers get quality, while publishers adjust to a more curated—and yes, more controlled—landscape. It’s not about who owns the playground; it’s about keeping the game clean.” His words resonate with the industry’s growing focus on maintaining quality over quantity, ensuring that curation leads to impactful ad experiences.
In an AdExchanger article, Anthony Vargas, Senior Editor, covered how curation is changing the supply chain and highlighted the possibilities of curation, “Butler/Till, in partnership with Audigent, has set up curated programmatic marketplaces that focus on different consumer life stages.” He continues, “By targeting these audiences, the campaign can optimize more efficiently than if Butler/Till bought inventory across an SSP’s entire local media network.”
As more advertisers realize the value of curated solutions, the demand for specialized curation services continues to grow, pushing innovation in the space. Whether it’s providing better targeting, greater transparency, or simply streamlining the ad-buying process, curation ensures that both advertisers and publishers can focus on what matters most: delivering impactful campaigns in an environment built on trust, relevance, and quality.
Read more of Ari Paparo’s newsletter on Marketecture, Pesach Lattin’s thoughts on Linkedin, and Anthony Vargas’ article on AdExchanger.
