What does a programmer do on Halloween?
Debug specters in their code.
Why are servers scared in October?
Because they know a ghost attack is coming… the infamous Ghosting!
Why are programmatic ads scared on Halloween?
Because they’re afraid they’ll end up on ghost spam sites.
GM
On Start Relationship Marketing Manager
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Nuala O’Connor
Walmart
Senior Lead Counsel
Regulatory
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Associate Programmatic Specialist
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The topic of adtech curation has recently become a controversial issue, with Adweek’s article amplifying the debate by citing five anonymous sources who criticized it harshly. Curation, once viewed as a beneficial, if not unexciting, solution to programmatic advertising’s woes, is now being scrutinized. Publishers, historically seen as gatekeepers of premium inventory through first-party data, feel threatened as SSPs (Supply Side Platforms) and DSPs (Demand Side Platforms) are packaging and selling inventory without their control.
Publishers, once masters of first-party data, thrived when third-party cookies were on the decline. They positioned themselves as holders of the web’s most valuable ad placements. However, the rise of SSPs and DSPs that use curation to bundle premium inventory has started to undercut this control. SSPs are now applying logic-based curation strategies, which allow advertisers to avoid low-quality, made-for-advertising (MFA) sites filled with clickbait and junk traffic. Curation acts like a velvet rope, ensuring only high-quality advertisers access these curated, premium packages.
Publishers hate curation, accusing it of diminishing their revenue by acting as another adtech middleman. While platforms like Audigent claim curation can boost publisher revenue by up to 40%, publishers argue it hurts their potential, particularly by lowering eCPMs (effective cost per thousand impressions). They believe curated packages cannibalize buyers who would have otherwise engaged in direct deals with them. Meanwhile, advertisers like Coca-Cola are embracing curation because it protects their brand from being placed next to spammy or inappropriate content, something they cannot afford in a post-cookie world.
Despite the backlash from publishers, SSPs and DSPs are evolving into central players in adtech through curation. Xandr, Index Exchange, and OpenX have created curated marketplaces filled with vetted, premium inventory. This shift is akin to high school nerds suddenly throwing the coolest parties—everyone wants in, but publishers feel left out. DSPs are also upset, fearing that curation cuts into their control over audience targeting. DSPs once relied on third-party cookies, but now SSPs are using first-party data to curate inventory packages, and DSPs are feeling sidelined.
The deeper issue isn’t with curation itself but with the broken state of programmatic advertising. The “open web auction” model, where advertisers could bid on ad placements, is flawed. The internet’s inventory is bloated with low-quality content, clickbait, and sketchy sites. Advertisers are left trying to sell premium ads in this digital wasteland. Curation, however, offers a solution. It’s not perfect or glamorous, but it works—like a reliable Honda Accord in a world full of broken-down vehicles.
Some argue that without curation, programmatic advertising becomes a guessing game, throwing money at substandard ad placements. In an environment where brands have to be more cautious than ever about where their ads appear, curation ensures their ad spend isn’t wasted on inappropriate or low-quality sites. MFA sites, often seen as the cockroaches of the internet, are everywhere, and without curation, advertisers risk their brands appearing alongside them.
Advertisers are increasingly recognizing the importance of curation. SSPs have begun building curated marketplaces, and these innovations make SSPs more valuable in adtech’s evolving landscape. Advertisers like Coca-Cola, seeking to avoid low-quality inventory, are leaning heavily into curation as part of their strategy. Curation sifts through the garbage, finding premium ad placements for brands looking to maintain a positive image.
Publishers’ frustrations with curation are understandable. They see it as another layer of complexity that takes away control from them, allowing SSPs and DSPs to dictate who gets access to their ad inventory. But the truth is that programmatic advertising has been broken for a while. The dream of a streamlined, transparent system that benefits everyone has been replaced by an ecosystem where low-quality inventory, scams, and junk content thrive. Billions of dollars have been wasted as ads end up in inappropriate or irrelevant places.
With third-party cookies phasing out and brands becoming more protective of their digital image, curation has emerged as a vital tool. It provides advertisers with a safety net, allowing them to maintain control over where their ads appear. Brands are increasingly wary of low-quality ad placements that could tarnish their reputations. Curation allows advertisers to protect their investment by ensuring ads don’t show up alongside harmful or irrelevant content. For many brands, this added control is crucial in the current advertising landscape.
While publishers argue that curation hurts their revenue, advertisers see it as a lifeline. In fact, SSPs are becoming indispensable by curating premium inventory and creating more secure ad environments. They have become the MVPs of adtech, and their role in building curated marketplaces is reshaping the industry. DSPs, which once dominated with third-party cookie tracking, are feeling the pressure as SSPs use first-party data to create curated packages. The power dynamics have shifted, and DSPs are realizing they are no longer in full control.
Curation is far from perfect, but it’s a necessary evolution in adtech. It may not be the shiny, glamorous solution that some envisioned, but it’s effective. Without curation, advertisers risk spending money on worthless inventory, and the programmatic landscape becomes even more chaotic. In the current environment, where programmatic is bloated with middlemen and low-quality inventory, curation serves as a stabilizing force, helping advertisers cut through the noise and find premium placements.
In conclusion, while publishers may hate curation for the perceived loss of control, it’s clear that the system needs it. Curation helps clean up the mess that is programmatic advertising. It offers advertisers the control they desperately need, particularly as third-party cookies disappear and the industry grapples with challenges in audience targeting. Curation is the only thing standing between brands and a digital wasteland of bot traffic, sketchy sites, and wasted ad spend. While publishers may resist it, curation is the bandaid the adtech industry desperately needs to keep functioning in a world where advertisers are growing more cautious about where their brands appear.
