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.
Connect with us
Latest posts
With campaigns applied to seven major holding companies, Tapad continues to see healthy adoption with The Trade Desk clients NEW YORK, NY – August 23, 2017 - Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced its ongoing momentum with The Trade Desk, Inc. (Nasdaq: TTD), a global technology platform for buyers of advertising. Tapad is providing cross-device segments from the groundbreaking Tapad Device GraphTM through The Trade Desk’s platform. Since 2015, Tapad has seen steady growth in the use of its cross-device data across The Trade Desk platform. This forward progress continues, as 1H2017 saw important milestones for Tapad. Seven major private and independent holding companies now apply Tapad’s data to their campaigns, in addition to more than 1,500 unique brands. Tapad’s proprietary Device GraphTM connects billions of devices, providing unified and insightful data for brands, agencies, and marketers across the globe. Several of these clients, representing varying industries from financial, to auto, CPG and retail, apply Tapad’s data across a number of key tactics and strategies, including: first party CRM extension, third party audience extension, cross-device retargeting, cross-device frequency management, and more. Clients in these verticals continue to rely on Tapad’s cross-device data, as Tapad saw the amount of usage by financial and retail clients grow by four times over the past year, and double for automotive and CPG clients. “We are pleased to offer our clients access to Tapad’s device graph”, said David Danziger, VP of Data Partnerships, The Trade Desk. “Their cross-device identification capabilities have been a powerful addition to our omnichannel platform.” “This integration is a shining example of the amplifying effect of two of the best platforms working together,” said Chris Feo, SVP of Global Partnerships at Tapad. "Clients leveraging Tapad's Device Graph in The Trade Desk platform have the potential to see higher returns and reach with access to substantial cross-device data, as well as a very effective media platform." Contact us today
Tapad Device Graph™ and Sojern’s mobile offering unify travel intent signals; achieve amplification rate of more than 600 percent NEW YORK, June 15, 2017 – Tapad, a part of Experian, the leader in cross-device marketing technology, is partnering with Sojern, travel’s direct demand engine, to provide marketers with an even stronger understanding of travelers as they research and shop across multiple devices. Combined with its 350 million global traveler profiles and billions of predictive purchase intent signals, Sojern utilizes the Tapad Device Graph™ to resolve the complex travel consumer journey, target travelers more precisely, and derive more actionable insights for its travel clientele. According to Sojern’s research, travelers visit hundreds of websites preceding their trip purchase, with some consumers reaching upwards of 450 touchpoints prior to booking. Sojern’s partnership with Tapad will help unify these touchpoints across devices, enabling travel brands to more effectively nurture and engage potential buyers during the purchase process, regardless of which device they use. “Sojern’s been focused on travel for over a decade, helping brands activate predictive purchase signals and leverage our traveler profiles into effective performance marketing campaigns,” said Mat Harris, Sojern’s VP of Product, Enterprise Solutions. “The cross-device insights we gain from the Tapad Device Graph provide a valuable tool for our customers to reach travelers across devices in real-time and at scale, on the right device.” Prior to selecting Tapad as its cross-device partner, Sojern surveyed several probabilistic and deterministic cross-device vendors and performed an extensive global test. The test was an examination of scale, match rate and several other factors, which enabled Sojern to learn as much as possible about each vendor. After examining the final test results, Sojern selected Tapad based on its excellent test performance, tried-and-true experience in the market and complimentary business model. To date, Sojern has already seen an amplification rate of more than 600 percent as a result of the integration, meaning that the Tapad Device Graph is connecting an average of six or more device and browser IDs for every one existing Sojern ID. “Not only is Sojern a compatible partner for our singular Device Graph capabilities, but they are also an incredible data partner to help expand our work in the travel industry,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “Working with the team at Sojern allows us to solve a true challenge within the travel industry today: creating a unified view of customers so travel brands can better understand and access their key audiences at every point along their path to purchase.” Contact us today
Leading data insights and cross-device-powered services bridge mobile insights with connectivity to drive real-time consumer intelligence NEW YORK, May 17, 2017 /PRNewswire/ – Tapad, now a part of Experian, the leader in cross-device marketing technology, has partnered with Resonate, a leading provider of real-time consumer intelligence and activation SaaS solutions. Through this partnership, Resonate will leverage the Tapad Device Graph™ to capture a deeper understanding of its mobile app audiences and provide brands with a more direct connection to their intended consumers. The integration of Resonate and Tapad's technologies equips mobile app brands with insights into their consumers' values, beliefs, motivations and purchase drivers. As a result, mobile app brands will better understand how to tailor messaging, drive advertising engagement, increase lift in performance across mobile consumers and ultimately boost revenue and returns. Utilizing the advanced data that the Tapad Device Graph™ provides, Resonate will create an Identity Service that connects mobile IDs to Resonate IDs for reporting insights both in-platform and out. To date, Tapad and Resonate have already driven incremental device connections for nearly 60 percent of customer profiles with an amplification rate of more than 120 percent, resulting in more than 400 million net new IDs within Resonate's user base. "After testing multiple partners over the course of 12 months, it was clear that Tapad was the partner for us, given their ability to provide cross-device connectivity for more than one billion unique IDs against our consumer base," said Joel Pulliam, SVP and chief product officer at Resonate. "In addition, Resonate customers have an inherent trust in Tapad's mix of probabilistic and deterministic mobile connectivity data to provide a unified understanding of their mobile audiences." "Partnering with Resonate will not only provide its brands with a more in-depth and actionable understanding of its consumers, but it will also allow our clients to connect with mobile consumers on a deeper level," said Pierre Martensson, SVP and GM of Tapad's global data division. "Resonate is not just answering the question of 'how' consumers are making purchases, but also tackling the more difficult question of 'why' they make certain buying decisions to best inform mobile brands about their audiences." Contact us today