The term 'curation' in the advertising technology sector has become ambiguous, with different stakeholders defining it in ways that suit their business interests. For ad tech vendors, it focuses on inventory performance, while publishers see it as a chance to regain control in a changing landscape. However, the overextension of the term risks losing its meaning, prompting organizations like the IAB to seek a standardized definition. As curation serves various strategies, it reflects a broader trend where language in ad tech highlights its aspirational nature over precision.
"Everyone is defining curation and it's got to a point where it doesn't seem like anything these days - it's like wallpaper," said Bob Regular, CEO of ad tech business InfoLinks.
"It's a term that's become a kind of Rorschach test in ad tech: it reflects back whatever strategy a company wants to emphasize without having to spell out the mechanics."
"Part of the issue particularly around publishers' apathy toward curation is a misunderstanding around the term itself."
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