AD CURATION: WHAT MARKETERS NEED TO KNOW ABOUT THIS HOT ADVERTISING TOPIC

Summary from the TLDR Marketing newsletter

Ad curation packages ad inventory using contextual and data signals to improve targeting, efficiency, and brand safety, shifting control from open exchanges to curated environments. Over 80% of nonsocial programmatic display spend now flows through private marketplaces or direct deals. Its benefits include better performance, simplified buying, and privacy-safe data use, but its challenges include increased complexity, higher costs, and potential targeting limitations. Key players include publishers, SSPs, agencies, advertisers, and data providers, with AI and standardization driving further adoption across channels like CTV, mobile apps, and digital out-of-home.