Curation — the intelligent packaging of data and inventory actionable in a private marketplace deal — can no longer be considered a trend or buzzword. With over 66% of all open exchange – representing $100 billion in annual spend – being transacted through private marketplace deals (PMPs), curation is a key part of how data and identity are addressed and actioned in programmatic media.
Programmatic advertising is certainly known for big shifts, but as shared by Index Exchange CEO Andrew Casale, “Curation will be bigger than header bidding and as big as programmatic or real-time bidding (RTB) – that’s our bet.” And we agree. But why has curation become a critical component of brands and media agencies’ digital advertising strategies?
Put simply, the math. Case study after case study empirically shows curation performs well for both the buy and sell-sides.
For media agencies and brands, curation consistently shows four main benefits:
Significant cost efficiencies
Buying curated PMPs shows significant cost efficiencies when compared to buying data from the buy-side alone.
Strong performance
Data-enriched, curated PMPs can be optimized through the supply path, unlike a data management platform (DMP) segment, which leads to strong performance.
Futureproofs media buying
When data is curated through the supply path, it does not need to rely on legacy identifiers (like cookies), and the door is open to robust, next-gen addressability which better futureproofs media buying opportunities.
Value-added insights
Curation comes with robust log-level data that can be used for value-added data science including analytics, insights, reporting, and attribution – all critical in a world where addressability and identity resolution are becoming even more challenging.
Curation introduced efficiency into homeopathic brand Boiron’s media buys, reducing the brand’s data costs by 30%, which enabled the brand to reinvest the same budget in brand awareness goals. Curation not only met but also exceeded the CPA for display by 82% and for video by 41%.
“Audigent has been a top 5 performer in terms of CPA during our testing, helping our teams deliver 44% more efficient spend for brands across CTV campaigns.”
Sam Bloom, Head of Partnerships at agency PMG
A big boost for addressability
Legacy identity signals are changing. Whether it’s by browser, device, or platform, both buy-side and sell-side platforms need strong identity signals to reach their intended audiences, and this has become harder than ever before.
Curation, with its real-time data connection and enrichment capabilities, solves signal loss challenges by directly connecting to the supply path and using a broader spectrum of identity solutions to boost addressability. Curation allows platforms to target first-party, third-party, contextual, indexed and modeled audiences. This alleviates the dependence on any one identifier and boosts the relevant bidding opportunities for brands and media agencies to target audiences.
Not all curation is created equally
As with any hot innovation, AdTech is notorious for companies jumping on the bandwagon of the largest trends.Curation is no different, with seemingly everyone now claiming to be a “curator.” As the industry works to define what is and isn’t “curation,” we are uniquely positioned to define this as Audigent has pioneered curation for seven years and is the industry leader.
The definition of curation is the intelligent packaging and optimization of data curated against the inventory supply path. There are three definitional elements to any curation product:
Unique audience data
Curation must include first-party, third-party, contextual, indexed and/or modeled data.
Robust SSP integration
To apply data in real-time to the inventory supply path, a curator must have deep partnerships and integrations that enable the combination of data and inventory into a single package.
Optimization
The whole point of curating data against the supply path is that it opens the door for robust real-time optimization to drive performance.
If the solution ticks all three boxes, then brands and agencies should test curation and gauge its results firsthand.
Curation done right drives results for brands, agencies, and publishers
When done well, curation improves media buying efficiency and performance for brands and agencies. Importantly, it also drives results for publishers and content creators.
- Advertisers realize average data segment savings of 36-81% when using PMPs over the open exchange (Internal data)
- Advertisers see 10-70% lower CPC, 1.5x-3.0x higher CTR, and 10-30% higher video completion rate when using data-enriched PMPs over the open exchange (Internal data)
- When including their inventory in curated PMPs, publishers see an average 70% revenue uplift for mobile and 13% for connected TV (CTV)
Beyond voting with budgets, media agencies and brands are also weighing in on the curation conversation:
“Our Conditions Marketplace strategies have driven a 48% improvement in eCPM and a 26% improvement in CPA across our pharma client portfolio as of May 2024. For one client, we saw ROAS improve by 58% compared to their overall omnichannel performance while maintaining quality. These results aren’t outliers—they’re proof that curation is no longer a nice-to-have; it’s a must-have for marketers who want performance, precision, and scale working in lockstep.”
Amanda DeVito, Butler/Till
Industry-leading curation with Experian
Tapping into an end-to-end solution that enables marketers to understand and reach their desired customers across channels through curation is a win-win for all parties.
In the past three years, Experian and curation company Audigent have delivered a range of industry-leading innovations together, including the integration of Experian data into Audigent’s PMPs. As one company now, Experian’s unique identity and data capabilities amplify how curation activates on the buy-side at scale, setting a new standard for audience targeting with added benefits like audience customization and flexible activation through Audigent’s PMPs or demand-side platforms.
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With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad's digital cross-device technology with AdsWizz's AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz's audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. "Marketers need privacy-safe digital identity resolution to reach their consumers," says Tom Rolph, VP of EMEA at Tapad. "With audio becoming an increasingly powerful medium for engagement, it's important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz's AudioMatic platform." Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, "Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, "The Rise of Digital Audio Advertising," https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more. Contact us today