Nicole LalevaPractical guidance for media sellers, advertisers and agencies
As curation becomes a bigger part of the media buying, clarity is essential.
Developed by our Programmatic Working Group (part of our Advertising & Media Committee), this practical guide provides a commercially neutral overview of what curation is, how curated marketplaces work, and where value may be created for buyers and media sellers. It explores how inventory, data and signals can be selected, organised and packaged to make programmatic supply easier to understand, evaluate and activate.
The guide also looks at the key questions practitioners should ask before relying on curated marketplaces, including around transparency, data provenance, fees, measurement, control and commercial incentives.
Designed for publisher sales and revenue teams, advertiser and agency media buying teams, and digital advertising practitioners, this guide aims to support a clearer and more practical understanding of curation in today’s programmatic supply chain.
What this guide covers
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A huge thank you to the following contributors for sharing their expertise in this guide. We also gratefully acknowledge the many other Working Group members whose valuable contributions helped shape the guide and who preferred to remain anonymous:
