The Big Story
The Shrinking Open Web
May 30, 2024
Exploring the shift towards curated and high-quality digital marketing experiences, the rise of curation in data management platforms, audience identification in advertising, revenue generation tactics using subdomains, and the closure of Content IQ amid industry scrutiny.
40:01
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Quick takeaways
- Marketers are shifting towards curated experiences in programmatic deals, incorporating bespoke offerings for brand safety and first-party data.
- Signal loss due to third-party cookie deprecation is fueling the rise of sell-side curation, promoting collaboration between advertisers and publishers.
Deep dives
Rise of Curated Inventory in Programmatic Deals
Marketers are shifting towards curated experiences in programmatic deals, moving from traditional programmatic inventory to more bespoke offerings. These curated deals now include inventory specifically made for advertising, enhanced brand safety, and the infusion of first-party data. Companies like SSPs, DMPs, and DSPs are at the forefront of this trend, revolutionizing the programmatic landscape with tailored solutions.
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