Programmatic advertising is changing. As influence shifts from the buy side to the sell side, a maturing supply chain highlights the need for better solutions across the ecosystem.
The programmatic supply chain has become so complex in recent years that it’s become difficult for players to truly thrive or to create a differentiated offering. Moreover, the dynamic changes created by the impending cookiepocolypse have resulted in additional challenges for identity resolution, targeting, and attribution.
With curation, all corners of the programmatic ecosystem – media buyers, publishers, and data owners – can interact in a new way to implement supply strategies, activate proprietary data assets, and achieve better outcomes, all without disrupting existing workflows.
Here’s how curation works for each of the three key players in the programmatic ecosystem: agencies, data providers, and publishers.
Programmatic curation is the process of developing a personalized data and supply portfolio, then packaging these assets together to create unique PMP-based deals which can then be sold and activated on the buy side though any DSP.
Because curation relies on existing programmatic workflows, it’s a quick and simple way for both the sell and buy side to transact. In fact, curated deals can be created and activated in a matter of minutes using the same programmatic channels which already power thousands of digital campaigns on the open web every day.
In this way, curation brings buyers and sellers back together, all while protecting data assets and unlocking competitive differentiation in a crowded marketplace.
As programmatic evolves, so too does the role that agencies play in the industry.
Historically, agencies were chosen by brands based on their media buying savvy, their ability to optimize at scale, and their connections with specific publishers. As programmatic has matured, many of these points of differentiation have become homogenized through automated platforms and a disintermediated supply chain.
In short, agencies are facing a significant challenge in differentiating their offering from other agencies in the space, and they’re losing the benefits of the 1:1 media owner relationships -- such as preferential rates. In turn, they’re unable to define a competitive advantage versus their peers.
So can curation help here? You bet.
By becoming curators, agencies can:
Last, but by no means least, is data owners and providers.
Their position in the programmatic ecosystem has always been a little precarious, because they’ve often been at the mercy of other players.
Being a middleman of sorts doesn't mean data providers have an easy ride. In fact, it’s often the opposite that’s the case.
The core historic challenges faced by data owners in the programmatic space are as follows:
Luckily, curation can come to the rescue in this case once again.
Data providers who become curators can now package up their data with media on the supply side in the form of PMP deals, meaning they retain complete control over every segment in their roster. Not only that, but a key threat to data owners has been the imminent deprecation of third-party cookies. With curation, data providers will be able to layer in third-party audiences for advertisers using the identity resolution solution which works best for their particular workflow (contextual, third-party IDs, etc.), without the need to directly leverage third-party cookies.
Finally, data owner curators have the door wide open to almost any advertiser, because they’ll no longer rely on visibility in DSPs, or even being supported by DSPs. Instead, they can engage directly with media buyers and sell deals in precisely the way that suits them.
While curation has a part to play for every corner of the industry, for publishers, it allows them to create additional revenue streams via the extension of their audiences off-network, without having to relinquish control of their data to the buy-side.
The first-party data publishers hold on each and every visitor to their website(s) is incredibly valuable to advertisers — and that will go double once third-party cookies disappear for good. The problem is that, to allow advertisers to target their audiences outside of owned and operated environments, they need to relinquish some control of their data — and they won’t necessarily get it back.
In addition to the inherent prospecting value of their audiences, publishers have another string to their bow, and that’s the monetization they can carry out on their audience themselves. In addition to any ads they already run, publishers can use audience extension to retarget their own visitors on the open web via third-party supply. Historically, this is carried out using an in-house trade desk run by the publisher, a venture which can be expensive, resource-intensive, and require significant setup.
Curation offers an elegant solution to both of these challenges:
The best part? All of this happens via the very same programmatic workflows that media buyers use day in, day out. That means curation is a natural fit for publishers looking to monetize their audiences in a low-friction way.
Curation is still in the early stages of development, which spells one thing for would-be curators: opportunity.
Whether you’re an agency or brand media buyer looking to defragment your programmatic supply chain, a data owner on the hunt for a privacy-safe activation strategy, or a publisher with valuable first-party data and premium inventory, curation might be the future of your programmatic success.
To learn more about curation, and how your business can join the revolution, get in touch with The MediaGrid team today and we’ll help you get started.