Curation is increasingly seen as a vital mechanism within modern programmatic buying, enhancing inventory trading by aligning specific campaign objectives such as sustainability and diversity.
The industry is at a crossroads with curation, often mischaracterized and overcomplicated. However, it presents enormous potential for innovation and efficiency.
As curation evolves, it's essential to maintain a balance among quality, transparency, efficiency, and privacy, key aspects that are often at odds in advertising.
Curation could be the linchpin for supply-side platforms (SSPs), facilitating productive PMP deals and acting as a crucial link between advertisers and publishers.
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