The Aperiam Podcast Curation Nation or Buy Side Story? A Debate
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May 14, 2025 Join ad tech expert Erica Chriss as she dives into a heated debate with Joe Zawadzki about the future of programmatic advertising. They explore whether curated supply-side platforms (SSPs) or discovery-focused demand-side platforms (DSPs) will dominate. The discussion covers the evolution of inventory management and the ethical dilemmas of audience targeting. Erica argues for the need to blend curation and data-driven strategies, tapping into the power of AI and the importance of understanding consumer behavior. This debate sparks crucial questions about ownership and performance in digital advertising.
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Power Shifts Toward Curation and SSPs
- The power in programmatic advertising is shifting toward SSPs through curation.
- SSPs actively shape outcomes by prepackaging inventory to reclaim value for publishers.
Discovery's Scale Challenge
- Discovery started with maximizing scale and no impression left behind.
- Market evolution caused demand for scale to decrease as impressions became duplicative and costly to analyze.
Curation Benefits Buyers
- Curation offers a narrower, more precise set of inventory that better matches performance goals.
- It benefits less sophisticated buyers or those with less processing power to leverage volume.