Why Index Exchange's CEO thinks curation is programmatic's biggest shake-up since header bidding - maybe even bigger

Andrew Casale, CEO of Index Exchange, believes curation in programmatic advertising could have a larger impact than header bidding. While header bidding rearranged the auction landscape, curation represents a fundamental economic shift in how ad dollars are allocated and managed within the ecosystem. With the introduction of Index Marketplaces, a platform allowing advertisers to create curated deal packages, Casale hints at a transformative potential that could lead to a competitive advantage for advertisers and change the current dynamics dominated by major players like Google.

Curation will be bigger than header bidding and as big as programmatic or RTB - that's our bet,

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