sell-side curation

Onetag’s acquisition of creative ad tech platform Aryel equips its curation solution with new tools for tweaking and testing interactive ad creative.

OpenX and Givsly’s new curation solution lets political campaigns reach voters based on data sourced from nonprofits, rather than traditional party affiliation.

Traffic-starved publishers are hopeful that their long-undervalued audience data will fuel advertising’s automated future – if only they can finally wrest control of the industry narrative away from ad tech middlemen.

AWS RTB Fabric offers ad tech platforms more streamlined integrations with ecosystem and infrastructure partners, allegedly lower latency compared to the public internet and discounts on data transfers.

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Programmatic bidding algorithms aren’t always aligned with campaign goals, so agencies are relying on AI tech to create algorithms tailored to their campaigns instead.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

PubMatic CEO Rajeev Goel dishes on sell-side curation, data fees, how the business model differs from buy-side curation and how publishers can control pricing for curated deals.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

While tech companies are jumping on the curation bandwagon, publishers are left to navigate a new normal in programmatic advertising, where they often don’t have a say.

OpenX would like people to stop thinking about supply-side platforms as “dumb pipes,” thank you very much.

The average CTV platform now authorizes 30 SSPs to sell its inventory. And one of the most noticeable effects of increased SSP saturation in CTV has been higher costs due to SSP reselling.

The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

ArcSpan’s new DMP, called AMS, was specifically built to organize a publisher’s first-party data into buyable contextual audiences and also highlights which audiences are likely to drive the most revenue.