Curation is Key to Transparency

The future of media buying hinges on curation, as clients increasingly demand control and transparency. Moving away from open exchange buys facilitates better inventory management and ensures a clear understanding of the data and impressions being purchased. A careful curation approach provides benefits such as direct deals and complete transparency, confirming the idea that all transactions should ideally be direct without unnecessary intermediaries. For those without substantial budgets, access to inventory through demand-side platforms (DSPs) is acceptable, but limitations in budget should not hinder effective media buying.