The Rise of Sell-Side Curation in Programmatic Advertising

This chapter explores the transformative role of sell-side curation in the programmatic advertising landscape and its influence on inventory management. It highlights how Supply-Side Platforms (SSPs) are becoming key players in the decision-making process, enabling better quality inventory for advertisers while addressing challenges faced by publishers. The discussion emphasizes the shift towards curated inventory packages, the implications for future advertising practices with artificial intelligence, and the need for enhanced transparency in supply pathways.