How Data Providers Benefit Publishers, Advertisers, and Agencies in Programmatic Curation?

In the rapid world of digital space, a new method called programmatic curation or data curation is gaining significant interest, promising to alter the scheme for launching online advertising campaigns with unprecedented levels of success.

Let’s take a closer look at programmatic curation and how it can help to benefit both groups and streamline advertising processes at scale.  

Date curation is using media inventory from publishers and combining data to unlock strategic potential to this process if often enhanced through partnerships with data partners who can offer additional insights and resources to maximize the value of curated data. 

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The Evolution of Programmatic Advertising

Online ad buying has evolved greatly since it began. Only in 2024, programmatic ads are projected to comprise 92% of US digital display ad spend ($168.29 billion), while global digital advertising spending is expected to reach $734.59 billion in 2025. What was once a straightforward process is now a complex system with many middlemen. Programmatic advertising promised to streamline things through automation, but the reality has been quite different. The industry remains complicated despite technological advances.

The obvious problems of the ecosystem 

As the field expanded, its intricacy increased. The automated ad supply chain got crowded with many players, like DSPs, SSPs, trading desks, and data providers. This complexity caused problems such as unclear processes, inefficient operations, and steep expenses.

Enter Programmatic Curation

Programmatic curation emerges as a solution to these challenges. At its core, programmatic curation is the process of packaging digital ad supply into curated supply portfolios. These portfolios are then made available as private deals through various Demand-Side Platforms (DSPs).

Key Features of Programmatic Curation:

• Data-Inventory Pairing: Unlike traditional programmatic buying, curation combines data with premium inventory, providing advertisers with added value.
• Customization and Flexibility: Curators tailor packages to specific advertiser needs, allowing for more targeted and efficient campaigns across various channels and formats.
• Early Activation: Curated packages are available for activation earlier in the programmatic supply chain.
• Unique Value Proposition: Curated packages are typically based on unique values that Supply-Side Platforms (SSPs) can offer to media buyers.

The Role of OnAudience in Programmatic Curation

As a global data provider, OnAudience plays a crucial role in the programmatic curation landscape. Our expertise in audience data and delivering custom data sets contributes significantly to the curation process:

• Data Enrichment: provides rich, high quality data that can be used to enhance user behavior and understand and create more targeted through effective curated packages.
• Global Reach: delivers worldwide data and scale, providing brands, companies, and agencies access to a comprehensive global audience data set for precise targeting of key audiences across diverse international markets.
• Personalized campaigns: Leverages advanced technology to create highly targeted audiences based on key needs and preferences and delivers tailored user experiences. 
• Privacy Compliance: ensures that all user data complies with privacy regulations and industry standards, respecting personal information settings. 

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The Future of Data Curation in AdTech

The AdTech market is showing significant interest and adaptation to data curation. Even Google has entered the curation market recently. 

The move comes amid Google’s ongoing antitrust challenges, potentially positioning the company for various strategic options, including possible divestiture scenarios.

The market reaction extends beyond Google. Other key players and trends in data curation include:

• Publishers are exploring curation as a way to showcase the true value of their inventory and better leverage their first-party data.
• Advertisers are showing interest in curated packages for more precise audience targeting and improved transparency in ad placements.
• Agencies are actively seeking partnerships with data providers to equip themselves with high-quality, evergreen data, positioning themselves as strategic partners in the evolving programmatic curation landscape.

However, the industry is still grappling with standardization issues. The Interactive Advertising Bureau (IAB) tech lab is working on defining “curation,” as the term currently lacks a standardized definition across the industry.

As the market continues to evolve, we can expect to see more companies investing in and adopting data curation strategies to enhance their advertising effectiveness and maintain competitiveness in the digital advertising landscape.

Benefits of Programmatic Curation

Programmatic curation offers numerous advantages for both advertisers and publishers and agencies: 

For Advertisers:

Advertisers by partnering with data providers may distinguish themselves on the market especially because: 

• Enhanced Targeting: Access to curated packages allows for more precise audience targeting.
• Improved Transparency: Direct relationships lead to better understanding of ad placements and its performance.
• Cost Efficiency: Reducing intermediaries from the process, programmatic curation ensures more cost-effective advertising.
• Brand Safety: Curated packages often come with built-in brand safety measures.

For Publishers:

Publishers by finding a reliable data providers may distinguish themselves on the market especially because:

• Data Enrichment: Publishers can enhance their audiences data with raw data to complete user information gaps and help advertisers to personalize their campaigns. 
• Better Monetization: Curation allows publishers to showcase the true value of their inventory to advertisers, brands and agencies.
• Direct Relationships: Publishers can build stronger relationships with key players in the industry through curated deals.
• Data Utilization: Publishers can better leverage their first-party data together with raw data in creating attractive and unique packages that will drive more tailored campaigns.

For Agencies:

Agencies that decide to partner with data providers may distinguish themselves on the market especially because: 

• Enhanced Performance: Curated packages based on specific audience targeting criteria that lead to higher-quality placements and results in improved campaign outcomes.
• Streamlined Workflow: Programmatic curation simplifies the media buying process and allows agencies to focus on strategy and optimization.
• Increased Transparency: Curation allows agencies to provide clients with clearer insights into where ads are placed and how they perform thanks to tailored audience data. 
• Risk Mitigation: Curated deals often come with enhanced brand safety measures, helping agencies better protect their clients’ reputations and meet their requirements.
• Competitive Advantage: Experience in the programmatic curation and having access to high-quality audiences can set agencies apart in a crowded market, attracting and retaining clients.

Conclusion

Programmatic curation is changing how digital advertising works. It simplifies the supply chain, improves ad placement transparency, and uses data to solve problems for advertisers, publishers, brands and agencies.

Global data providers like OnAudience play a crucial role in supporting the data curation process and streamlining the results of programmatic campaigns. Delivering custom and precisely prepared audience data for each specific campaign significantly changes the outcomes leading to higher campaign performance and business growth. 

Digital advertising is becoming more curated which means accurately arranged for a specific campaign with key audience characteristics. This future promises better efficiency, more effective ads, and fairness for both large all involved parties. 

From big companies to small websites, everyone can benefit. This is just the beginning of a big shift in how online ads work.

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