Ad curation has emerged as a vital concept in the $750 billion digital advertising industry, particularly as market consolidation is anticipated in 2025. This idea encompasses control over relationships and profit margins, reflecting the industry's rapid evolution. Shane Shevlin, CEO of Bedrock, underscores the historical roots of curating in early ad networks and notes how agencies' objections have changed. Big Tech's dominance, now capturing over 50% of online media budgets, has shifted perceptions about curation, especially following advancements in services like AT&T's Xandr, redefining modern ad tech practices.
In the contemporary phase of the $750 billion digital advertising industry's maturation, ad curation represents control over relationships and margins.
Much of the shift in attitudes towards ad tech curation is a result of Big Tech platforms commanding more than 50% of online media budgets.
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