What’s the adtech chat? How audience curation is shaping the future of programmatic Fern Potter, SVP
In the world of digital advertising, curation is not new. But it is one of the hottest topics right now, across industry events and in conversations we’re having with customers. Awareness is increasing on its vast potential both to transform campaign outcomes, mitigate some of the current challenges facing the industry and its ability to bridge audiences from media owners to advertisers to improve the flow of targeting across the supply path.?
It’s more than a buzzword. In fact, research shows that 90% of European media buyers are already directing some level of ad spend to curation platforms, while 87% of European marketers reported enhanced ROI through curation - and this is only set to rise as we head into 2025.?
Within a cookieless, privacy-first environment - like the one we’ve created at Multilocal - the ability to package relevant supply and data from the open marketplace to curate audiences in line with a client’s brief is helping to future-proof programmatic practices.?
Audience curation consolidates the supply path and is a solution for the ‘spray and pray’ of the open marketplace, packaging data and publisher supply into dynamic PMPs, ultimately giving control to advertisers, reducing wastage and delivering better results.?
Curation benefits publishers by solving for the buy-side performance asymmetry, delivering incremental monetisation of publishers titles and audiences. Curation is the evolution of programmatic and addressability for a consented open web.
Curation services have matured enormously in a short period of time, responding to the constantly changing dynamics and challenges of the advertising landscape. Programmatic curation is also increasingly recognised as a way to bring buy-side capabilities to the supply side, giving SSPs the ability to find, build and match audiences at scale.
This evolution means that curation is able to both solve for advertiser requirements, while also enabling publishers to monetise high-quality inventory - and we expect it to become even more sophisticated in the years to come.