Understanding Curation in Ad Tech

Curation in ad tech refers to the practice by which demand-side platforms (DSPs) and supply-side platforms (SSPs) create curated packages of programmatic inventory for advertisers. This method promises a more refined selection of ad placements by focusing on quality and brand safety, often employing techniques such as supply path optimization to streamline access between buyers and sellers. Major players in this field include prominent SSPs like Magnite and Index Exchange, as well as DSPs like the Trade Desk, all contributing to the push for curated inventory. Critics argue that while curation markets better returns and quality, it essentially repackages existing capabilities while leveraging current technology to address longstanding issues in ad placement quality and transparency.