Why Your Programmatic Strategy Sucks Without Curation (And How to Fix It)

I’m Pesach Lattin, and if you’re not familiar with me, you probably haven’t been paying attention to the ad tech world. I’ve been in this racket since the internet was powered by hamster wheels. I launched FGN.com back in ’96, sold it to Cybereerps for just under half a mil, and that was my jumping-off point. From there, I rolled out networks like Total Women and Total Health, all about curated content and sites. Fast forward to now, and the ad tech scene is in desperate need of a shake-up. Enter the curated marketplace, which is basically the reincarnation of those old-school niche ad networks, but with a slick, high-tech vibe.

Programmatic advertising has turned into a monster, an over-engineered mess where everyone’s fighting over scraps. The impending cookie apocalypse has thrown the industry into a tailspin, with folks scrambling to figure out identity resolution, targeting, and attribution. But here’s the kicker: the solution isn’t some shiny new tech—it’s something as old as the internet itself: curation.

Think of curation as that cool DJ who knows exactly what tracks to drop to get everyone moving. In the programmatic world, curation is about handpicking the best data and supply, packaging it up into unique PMP-based deals, and selling it through any DSP. It’s quick, efficient, and fits right into the existing programmatic workflow without breaking a sweat.

For agencies, curation is a lifeline. Remember when agencies were chosen for their media buying prowess, optimization skills, and cozy publisher connections? Then programmatic came along and flattened everything into a bland, automated soup. But with curation, agencies can reclaim their mojo. They can centralize their campaigns, making sure every dollar is tracked and maximized. No more black box nonsense—curation brings transparency, letting agencies see exactly where their money is going and how it’s being spent. This newfound clarity also means agencies can rebuild those direct relationships with media owners, cutting deals based on volume and aligned brand values, just like the good old days.

Data providers, those unsung heroes, have always been stuck in a thankless role. They’re like the middle children of programmatic, always overlooked and underappreciated. They face issues like lack of reporting visibility, difficulty reaching media buyers, and safeguarding data. But curation offers them a way out. By packaging their data with media on the supply side, data providers gain control over their segments and can track usage in real-time. This not only improves revenue forecasting but also protects their proprietary data. And with third-party cookies on the way out, curation allows data providers to leverage the best identity resolution solutions, keeping them relevant and in control.

Publishers, on the other hand, have their own set of challenges. Their first-party data is like gold, especially with third-party cookies disappearing. But to let advertisers target their audiences off-network, they’ve had to give up some control over this valuable data. Curation changes that. By integrating their first-party data into curated deals, publishers can protect their assets while extending their audience reach. They can target their own visitors on the open web without having to run an in-house trade desk, which is often expensive and resource-intensive. Curation offers publishers a streamlined way to monetize their audiences with minimal friction, using the same programmatic workflows that are already in place. It’s like getting the best of both worlds—control and monetization—without the usual headaches.

To put it bluntly, curation is turning the tables on the programmatic ecosystem. Agencies are finding new ways to stand out, data providers are gaining the control they’ve always wanted, and publishers are finally able to fully leverage their first-party data without losing their grip on it. This isn’t just a subtle shift; it’s a revolution that’s putting power back into the hands of those who create and manage content.

Drew Stein of Audigent is all in on curation, calling it a simple yet transformative approach. The old way was all about the buy side, using DSP platforms to optimize data and inventory. Curation flips that script, pushing data through the supply path and opening up new opportunities for targeting and optimization. It’s a future-proof strategy that marries data with the sell side, creating better results for brands and media agencies.

And let’s not forget the economic and regulatory landscape. With privacy laws tightening and the end of third-party cookies looming, advertisers are scrambling to find new ways to engage consumers. PubMatic, for instance, is working with top advertisers on sell-side data activation to build resilient, channel-agnostic strategies. Sell-side targeting is emerging as a privacy-safe tactic that helps brands navigate these changes while maintaining high performance and visibility.

So, where does this leave us? It brings us full circle to the concept of the curated marketplace. Back in the day, niche ad networks like the ones I created thrived on curated content and targeted audiences. Today’s curated marketplaces are the sophisticated descendants of those early networks, leveraging advanced technology to deliver highly targeted, effective advertising solutions. They bring transparency, control, and efficiency back to the table, addressing the shortcomings of a fragmented and often opaque programmatic landscape.

The rise of Curation Houses like Kargo, Concert by Vox, Audigent, and Multilocal is a testament to this shift. These modern intermediaries are campaign-oriented, driving demand directly from clients and media agencies. They’re equipped with advanced data targeting features and are poised to take over the decision-making layer that DSPs once dominated. Publishers, wary of data leakage and rising costs, are more than willing to collaborate with these curators in hopes of unlocking new revenue streams.

In essence, the curated marketplace is reshaping the programmatic world, offering a sophisticated, data-driven approach that benefits everyone involved. It’s a reminder that sometimes, looking back can help us move forward, bringing timeless strategies into the modern era with a fresh, innovative twist.

Oh joy, another ad tech carnival. But you asked for it, so here we go: a special for our newsletter on how the curated marketplace actually works. Buckle up, buttercup.

First up, we have Agencies, Brands, and Buyers, the holy trinity of marketing desperation. These folks are scrounging for premium inventory like it's the last slice of pizza at a college party. They’re not just snapping up whatever’s left in the ad junkyard. Nope, they’re negotiating Private Marketplace (PMP) deals, thinking they’re Wall Street hotshots. The SSPs (Supply-Side Platforms) are the middlemen, making sure these ad slots are shiny enough to catch their fancy.

Now, the SSPs aren’t doing this solo. They've got a motley crew of Signal Vendors, Ad Networks, and Curation Sales Houses. Signal Vendors are your data wizards, brewing up the secret sauce that makes these ads irresistible. Ad Networks? They’re the socialites, networking like their lives depend on it. And the Curation Sales Houses? Think of them as the used car salesmen of the ad world, convincing the brands that this curated inventory is the unicorn they’ve been chasing.

Then there’s the unsung heroes: Standalone Curation Services, offering "Curation as a Service" (CaaS). Yes, everything's as-a-service these days—get over it. Their job? Take the chaotic mess of PMPs and turn it into a well-oiled machine. Scaling these PMPs is a circus act: spinning plates, juggling flaming torches, and walking a tightrope all at once. But hey, somebody’s gotta do it, and these folks are the best in the biz.

Now, let’s talk about the technical nitty-gritty: the Activation Layer. Here, Signal Vendors return, armed with data galore. They power the whole shebang, while Curation Marketplaces act like the eBay of ad curation—buyers and sellers haggling for the best deals. Finally, this curated gold gets integrated with DSPs (Demand-Side Platforms), ensuring every precious ad dollar is milked dry.

And the future? It’s a jungle out there. The death of third-party cookies has everyone in a tizzy. Adaptation is the new black, with SPA frameworks and DSPs muscling into the curation game. Competition is fierce, costs are skyrocketing, and only the smartest will survive. 

Master the art of curation, and you’ll ride the ad tech roller coaster to glory. 

Or crash spectacularly. 

Either way, it’ll be a wild ride.

Listen to the ADOTAT podcast on Spotify!

You're looking for an edge in your online marketing.

ADOTAT.com is the answer.

Our library of resources has been compiled by some of the world's top internet marketing experts, and it's constantly updated with new information, case studies, and strategies.

We want to help you succeed online - that's why we offer this information for free. It's our way of giving back to the community and helping people achieve their business goals.

 Sign up now and gain access to our entire library of resources!

Want to advertise? Contact pesach@adotat.com 

The most POWERFUL 

name in 

TCPA
Privacy

CIPA

AI 

class action defense 

and 

counseling

Amazon’s Upfront: One Funnel to Rule Them All. Amazon didn’t just host an upfront event; they held an advertising coronation. Like Sauron assembling his forces in Mordor, they laid out their grand vision to become the “Funnel to Rule Them All.” This wasn’t just a presentation; it was a digital flexing of muscles, a declaration of supremacy over the ad world, with a side of Hollywood glitz.

Ink, Bourbon, and Bytes: Inside David Kaplan's Media Transformation. On the latest episode of the ADOTAT Show, I had the pleasure of sitting down with David Kaplan, the legendary journalist turned content marketing guru. Kaplan, who’s been through the wringer of media transformation, shared his unfiltered thoughts on everything from the shift from print to digital to the fine line between journalism and marketing. It was an hour packed with insights, irreverence, and a few eyebrow-raising moments that felt like a mix of no-holds-barred honesty and razor-sharp wit. READ ARTICLE

In a galaxy far, far away, where the mystic forces of programmatic advertising wield their power across the vast digital cosmos, an ominous shadow has emerged from the depths. A force so dark, it makes Darth Vader look like a Sith acolyte sipping blue milk. Ladies, gentlemen, and droids, behold Colossus SSP—the dark lord of the ad-tech universe, whose algorithms might as well have been written in the Sith language.

The ad-tech world has been rocked by a bombshell report from Adalytics, accusing Colossus of a sinister scheme of misdeclaring user IDs across its programmatic bid requests. READ THE FULL STORY

Cracking the Code: How CVS Media Exchange is Rewriting the Rules of Retail Media with a Rebel Yell. Welcome to the world of retail media, where the stakes are high, the competition is fierce, and the jargon is dense enough to make even the most seasoned ad execs reach for a double espresso. But amidst the usual corporate drone, something interesting is happening. CVS Media Exchange (CMX), a relative newcomer launched in the chaotic depths of 2020, is not just playing the game. They’re aiming to redefine it with a blend of bold innovation and irreverent swagger that would surely get a tip of the hat from Howard Stern combined with a knowing nod from Kara Swisher. Read More Now

Welcome to another edition of the ADOTAT Show, where your fearless host, Pesach Lattin, takes you on a no-holds-barred tour through the labyrinthine world of adtech. Buckle up (metaphorically, of course) because today’s episode is not for the faint of heart. We're joined by Jesse Redniss, the maverick behind Qonsent, who’s been stirring up the privacy pot with the audacity of a Silicon Valley disruptor who’s just discovered unlimited VC funding.WATCH THE SHOW

Welcome to the jungle, otherwise known as IAB NewFronts 2024, where the air is thick with the smell of freshly brewed strategies and even fresher corporate swagger. New York City’s glittering skyline was merely the opening act as digital advertising’s heaviest hitters, from Google to Vizio, lined up to flaunt their latest gadgets in the great gold rush of modern marketing. This isn't your grandmother's needlepoint circle—this is where the future of digital advertising gets a shot of espresso and a kick in the pants. READ MORE NOW

Paramount’s Lifeline or Just More Line? The Ad-Supported Gamble to Stay Afloat Ah, Paramount+, the scrappy underdog of the streaming wars, is now waving the white flag—made entirely of commercials. At a star-studded (if you count the execs) upfront last year, the head honchos touted their shiny new ad tier like it was the second coming of infomercials. And guess what? The advertisers ate it up like it was free samples at Costco. READ THE FULL ARTICLE NOW

I am personally honored to share a deeply touching and insightful episode from the ADOTAT Show with you all today. I had the privilege of interviewing Doron Wesly Wesley, Chief Commercial Officer at Funtico, in what turned out to be a poignant moment in time.Recorded while Doron was at the hospital, supporting his beloved wife Amy during her cancer treatments, this conversation delves into the intersection of personal struggle and professional resilience. WATCH THIS EPISODE