What is Programmatic Curation?
Programmatic curation is the strategic aggregation and management of ad inventory, combining contextual signals and first-party data to optimize ad placements with enhanced transparency, targeting precision, and privacy compliance.
How Programmatic Curation Works?
Programmatic curation involves creating customized private marketplaces (PMPs) that bundle specific inventory and audience data to meet advertiser requirements. These curated PMPs are delivered to demand-side platforms (DSPs) as deal IDs for easy activation and precise targeting.
By enabling advertisers to curate custom media packages using first-party and contextual data, this approach allows for more precise targeting of specific audience segments.
Programmatic curation fosters closer collaboration with publishers and leverages privacy-compliant data, enhancing transparency, reducing reliance on third-party cookies, and improving the accuracy of media buys.
Efficient ID graph matching between advertisers, publishers, and sell-side third-party brokers ensures compliance with global regulations while maintaining high-quality data, making programmatic curation a privacy-first approach.
Overall, programmatic curation allows you to optimize ad placements and improve campaign performance.
Increased transparency
By working closely with sell-side partners, advertisers gain greater visibility into ad placements. This collaboration enhances transparency around audience segments and supply, helping advertisers avoid brand-unsafe placements, low-quality sites (MFA), and underperforming inventory. Through participation in selective marketplaces, advertisers can be more selective about where their ads appear, gaining better control over media buys.
Enhanced targeting
First-party data enables more accurate audience creation. Publishers have deep insights into user behavior and can leverage these insights for first-party audience matching. Combining high-quality contextual publishers with first-party or third-party audience data at scale enhances inventory value. This approach can increase reach and effectiveness, with some clients reporting reach improvements of 25% to 40% when using sell-side audiences, according to Microsoft.
Privacy-compliant strategies
Programmatic curation shifts the focus from behavioral targeting to content-based signals to comply with post-GDPR data privacy requirements. It ensures compliance through efficient ID graph matching and leverages user consent for privacy-compliant data processing.
Optimized ad performance
Sell-side curation enables granular targeting, which is beneficial to industries with strict requirements for advertising, such as alcohol brands. By integrating contextual and audience data, advertisers can achieve higher monetization and better outcomes.
Press and News
New Features: Exit Intent Ads, Interstitial Ads, and Audio Player
Introducing BiddingStack Video Player: Your Partner in Maximizing Video Ad Revenue
Relevant Ads without Cookies: Browsing Topics Analytics and Targeting based on Topics API
Announcing Header Bidding Inspector for Chrome
Unlocking Efficiency in Ad Monetization with BiddingStack Managed Prebid Server Service
Optimizing Bidders in Prebid and Google Ad Manager: Balancing User Experience and Revenue