The world of programmatic advertising is undergoing significant changes and curation has become increasingly popular in the industry. But why is curation making waves and what does it mean for advertisers, agencies and publishers? I sat down with Thor Hansen, Programmatic Director, and Thomas From, CPO at Adnami, to delve into the growing curation trend and its implications.
Thomas From, Chief Product Officer at Adnami, and Thor Hansen, Programmatic Director at Adnami.
Why is curation gaining momentum in programmatic advertising?
According to Thor, the uncertainty of 3rd-party cookies has forced the industry to find more efficient ways to leverage data. “Curation provides a way to use 1st-party and contextual data within a controlled environment, ensuring privacy compliance while maintaining campaign efficiency,” he explains. It’s about targeting the right audience and ensuring the right placements and contexts, maximising the attention and value derived from ad spend.
Thomas adds that while curation isn’t new, recent technological advances and the need for privacy-friendly solutions have brought it to the forefront. “Curation enhances inventory with privacy-friendly data and simplifies the complex landscape of programmatic buying for global advertisers. With curated deals, the internet becomes more navigable and the results speak for themselves.”
The benefits of curation for advertisers and agencies
For advertisers and agencies, curation offers a blend of efficiency and effectiveness. Thor highlights that curation allows for improved targeting and brand safety, as curators often provide access to premium placements with strict guidelines. “A good curator ensures irrelevant placements are filtered out before a bid even reaches the DSP,” he notes. This saves time and delivers better results.
Thomas emphasises the ease of workflow as another key benefit. “Instead of juggling multiple direct deals with publishers, advertisers can rely on a curator who understands local inventory and manages deals efficiently. This not only saves time but also ensures the curated deals are optimised for attention and performance.”
What’s in it for publishers?
Publishers, often sidelined in the 3rd-party cookie era, stand to gain significantly from curation. Thor explains that curation allows publishers to cut out the amount of intermediaries, leading to simpler, more efficient processes. By leveraging their 1st-party and contextual data, publishers can increase the value of their impressions and set more accurate pricing.
Thomas sees curation as a way for publishers to regain control. “Moving data enrichment from cookies to curated deals shifts power dynamics, giving publishers the ability to tailor their offerings and build deals that maximise revenue. It’s a promising development for the sell side.”
Challenges and considerations
While curation offers many advantages, there are potential downsides to consider. Thor warns that some curators may take a cut without adding value. “Advertisers should carefully evaluate their partners to ensure they’re receiving genuine benefits.” He also points out that overly restrictive curation could limit reach, though this tradeoff is often justified by improved performance.
Thomas acknowledges the evolving nature of curation, noting that its long-term effectiveness compared to cookie-based targeting is still to be determined. “It’s an exciting space, and we’re closely watching how the shift in power dynamics and new business models play out.”
Getting started with curation
If you’re considering curation, preparation is key. Thor advises clearly communicating your campaign objectives and target audience insights to your curator. “The beauty of curation is its simplicity; your partner will handle most of the heavy lifting,” he says.
Thomas suggests starting with a clear understanding of your goals, whether it’s saving time, increasing revenue or achieving better targeting. “Once you know what you want, finding the right curation partner will be much easier. At Adnami, we’re always happy to help.”
The future of curation
As the programmatic landscape continues to evolve, curation is poised to play a central role in bridging the gap between privacy compliance and performance. Thomas highlights a recent development that underscores this trend: “TTD’s acquisition of Sincera is a clear signal of how DSPs respond to the shift in targeting from the buy to the sell side. It’s an exciting time to be in the media industry.”
Let's talk
Whether you’re an advertiser, agency or publisher, curation allows you to navigate the programmatic ecosystem with greater efficiency and impact. At Adnami, we’re happy to support you with our curation services based on extensive data and industry expertise. Let’s talk to explore what our curation can do for you.
