Industry Reassesses the Impact of Curation in Programmatic Advertising
· 2d ago · Originally reported by https://www.thecurrent.com/
Curation in programmatic advertising was once expected to transform how digital ads are bought and sold, promising greater efficiency and targeting. However, recent industry discussions suggest that curation has not delivered on its initial hype, with adoption and impact falling short of expectations.
Why it matters
Understanding why curation hasn't met expectations helps advertisers and publishers make better decisions about their programmatic strategies and investments.
Explain it like I’m new here
It's like everyone thought organizing a messy toy box would make playtime better, but it didn't work out as planned.
Read the original at https://www.thecurrent.com/
Terms in this story
Curation
Curation is packaging inventory from many publishers, often combined with audience data and quality filters, into ready-made deals that buyers can purchase through their DSP.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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