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Programmatic media buying isn’t getting any easier.
Buyers face rising signal loss, shrinking margins, and growing pressure to perform in a privacy-first world. Add in fragmented tech, shifting privacy regulations, and inconsistent identity signals, and reaching the right audience at scale has never been more complex (or costly).
Meanwhile, advertisers demand more transparency, publishers want control, and consumers expect relevance without feeling watched. Open exchanges, legacy data management platforms (DMPs), and spray-and-pray strategies just aren’t cutting it.
That’s why curation has become a trending topic in the AdTech space. In programmatic advertising, curation refers to the strategic integration of enriched data and quality inventory into a single package — often executed as a private marketplace (PMP) deal. This approach reshapes how campaigns are built, activated, and optimized by enabling performance-ready buys that reduce waste, increase relevance, and give marketers greater control over outcomes.
It’s no wonder then that curation investments are accelerating, PMPs are gaining traction, and buyers are shifting budgets accordingly. Over 66% of the $150 billion+ open exchange programmatic market now flows through curated PMPs, with industry giants like Google publicly backing curation as a core strategy.
So what exactly is programmatic curation, and why is it becoming essential for privacy-conscious, performance-driven marketers? Let’s break it down.
What does programmatic curation mean in AdTech?
Programmatic curation is the process of filtering, structuring, and packaging enriched data with high-quality programmatic inventory — enhanced by real-time optimization to create more targeted, efficient, and transparent media buys. Instead of buying at scale and hoping for the best, curation prioritizes accuracy and value over volume, resulting in more targeted, efficient, and transparent media buys.
As privacy regulations reshape targeting, curation is becoming a key differentiator in an increasingly crowded AdTech space. It connects robust data with quality supply, helping marketers stay effective while giving publishers new ways to monetize with control.
But not all curation is created equal. Programmatic curation requires three core elements:
1. Unique data
Unique, privacy-compliant, and valuable.
2. Strong supply connections
Access to quality inventory from publishers at scale.
3. Optimization tools
To measure, refine, and improve performance during a campaign and improve performance throughout the campaign lifecycle.
Without all of these elements, a so-called “curator” may simply be repackaging inventory without delivering the full value of a curated approach.
Why does curation still matter with cookies sticking around?
While third-party cookies and mobile IDs like IDFA haven’t gone away, the industry has already pivoted in anticipation of their decline.
Even without Google flipping the switch, signal loss is here thanks to Apple’s ATT, tighter compliance rules, and new tracking restrictions. Marketers are dealing with less data, more fragmentation, and fewer reliable IDs. So if you want to run an effective, scalable media campaign today, you need tools that go beyond third-party cookies.
That’s why programmatic curation is gaining ground as a better, more sustainable way to buy media. Investments in programmatic curation are growing, and not just for identity resolution. Marketers are leaning in because it:
- Combines verified audience data with premium inventory
- Supports ID-free or context-aware targeting
- Enables scalable, identity-agnostic strategies
- Improves data quality through enrichment
- Creates more controlled, pre-approved media paths via PMPs
Experts anticipate that, at some point, publishers will have to lean into this method.
“Curation will be bigger than header bidding and as big as programmatic or RTB — that’s our bet.”
Index ExchangeAndrew Casale, CEO
Whether cookies stay or go in the future, curation works for an ecosystem that demands smarter, cleaner, and adaptable media buying.
What are the benefits of curation and who wins?
Curation is one of the few innovations in AdTech delivering meaningful wins across the ecosystem. By bringing better data, cleaner supply, and more intentional targeting into programmatic advertising, it helps brands, agencies, and media buyers drive stronger performance, gives publishers more control, and creates a more respectful experience for consumers.
And unlike traditional approaches, curation is built for what’s now and what’s next. Here’s how each group benefits and why it matters.
Brands and agencies
Curation helps brands and agencies run smarter, more efficient campaigns by connecting high-quality data with premium supply. It delivers:
- More efficient supply paths with less waste and better performance
- Lower costs than DMP segments and open exchange buys
- Cleaner, pre-vetted inventory that aligns with audience and brand goals
- Future-proofed buying via cookieless and log-level data integrations
- Stronger targeting and measurement driven by enriched data and actual usage signals instead of modeled assumptions
- Better outcomes through real-time supply and data optimization
Publishers
For publishers, curation makes inventory more addressable without giving up control. It enables:
- Smarter packaging that aligns with buyer needs and campaign goals
- Higher CPMs by curating inventory above open exchange floors
- More control over how audiences are accessed and how inventory is monetized
- Access to higher-value demand through curated, data-backed deals
- Better protection of proprietary audience in a privacy-conscious environment
Consumers
At the end of the chain, curation improves the ad experience for those who matter most: your audience. It supports:
- Higher-quality content alignment for more natural, less disruptive ad experiences tailored to their interests
- Less invasive tracking, as targeting becomes more data-smart and privacy-aware, with reduced reliance on legacy identifiers and personally identifiable information (PII).
Curation is setting a new standard for how data, inventory, and experience come together across the ad ecosystem. When media is smarter, cleaner, and more intentional, everyone wins.
What’s Experian’s role in powering curation?
With the acquisition of Audigent, Experian is now more than just a premier data provider. We’re also a full-service curation partner. Together, we deliver end-to-end programmatic curation across data, inventory, and optimization, helping brands and publishers unlock smarter, more scalable media strategies.
What Experian + Audigent enable
Whether you need speed-to-market with pre-curated deals or white-glove custom deals, Experian and Audigent make it easier to activate high-performing, privacy-compliant campaigns at scale with:
- End-to-end curation across data, inventory, and real-time optimization
- Pre-packaged and custom PMP deals with built-in performance signals
- Scalable, privacy-first media solutions aligned to brand objectives, verticals, and KPIs
These aren’t just theoretical; curated marketplace deals are already delivering measurable gains. In OpenX, Audigent-curated campaigns increased bid competition by 20% and drove a 118% spike in impressions won over a two-month period.
Key benefits for partners
By bringing together our data depth and Audigent’s curation technology, we offer our partners a full suite of value-added capabilities, including:
- High-quality, verified data ranked #1 in accuracy by Truthset and powered by Experian’s identity graph and deep programmatic data insights
- Data enrichment layers that boost addressability, accuracy, and contextual relevance
- Privacy-compliant infrastructure built for secure, cookieless data use at scale
- Platform integration across leading demand-side platforms (DSPs) and supply-side platforms (SSPs) for seamless activation and optimization
How Boiron achieved smarter reach with Audigent’s curated PMP strategy
A leading homeopathic brand partnered with Audigent to scale customer acquisition for its flu relief product without increasing media investment. They wanted to reach new, privacy-compliant audiences while improving CPA across display and video.
Using Audigent’s curated SmartPMPs and CognitivePMPs, the campaign delivered measurable performance improvements:
- 80% lower CPA on display than historical benchmarks
- 40% lower CPA on video
- 30% reduction in data costs
- Significant media efficiency gains through real-time supply and data optimization
- Fully future-proof targeting with zero reliance on cookies or MAIDs
Boiron’s success story is just one example of how curated deals backed by Experian identity and Audigent’s optimization technology can deliver efficiency and impact in a privacy-conscious environment.
Our curation capabilities
Together with Audigent, our curated solutions go beyond basic packaging. Every deal is designed for performance, privacy, and relevance, so you can activate smarter media with greater confidence:
- Deal ID-ready audiences for fast, turnkey activation
- Performance-specific curation, including viewability, CTR, and outcome-based targeting
- Custom audience + inventory packages tailored to campaign goals
- Vertical-specific curation for industries like auto, retail, CPG, and financial services
- Real-time optimization signals embedded into every curated deal
Don’t wait: Curate today
The future of programmatic advertising won’t be won by those waiting for perfect signals, clean cookies, or simplified tech stacks. It’ll be won by marketers and publishers who embrace smarter, cleaner ways to activate their data, inventory, and strategy now.
With Experian and Audigent, you’re not just getting better data but also a partner that helps you activate it with accuracy, privacy, and performance at scale. Whether you’re trying to reduce media waste, gain supply path control, or future-proof your campaigns, curated deals can get you there faster.
Let’s build a curation strategy that gives you control in a chaotic ecosystem.
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Originally appeared in Streaming Media Magazine Navigating today’s fragmented, privacy-conscious media landscape is a bit like stepping into a dense jungle. The buy-side—marketers, agencies, and demand-side platforms (DSPs)—must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this isn’t just a challenge; it’s a strategic opportunity. Let’s dive into how buy-side players can use Experian’s advanced data and identity solutions to be their guide through the jungle and emerge as winners. Marketers: Maintaining personalization and measurement across channels Marketers are navigating an increasingly fragmented media jungle, where the deprecation of signals like cookies, mobile ad IDs (MAIDs), and IP addresses makes finding and understanding audiences feel like guesswork. To chart a clear path, marketers need a reliable compass—and identity resolution provides exactly that. A strong identity provider, grounded in offline data like names, addresses, phone numbers, and emails, acts as a guide through the chaos. By connecting offline signals with digital identifiers in a privacy-first manner, marketers can uncover the relationships between households and devices, then enrich those profiles with valuable marketing data. With a complete view of your customers, you gain deeper insights and can seamlessly reach the right audience across channels—even as signals evolve. It’s a marketer’s North Star—constant, dependable, and always pointing you in the right direction. How Experian can help Imagine a financial services brand aiming to connect with high-net-worth individuals across today’s fragmented media world. They’ve excelled on social and search but now want to dive into connected TV (CTV) and other emerging channels. Enter Experian’s Digital Graph. By seamlessly connecting digital identifiers like MAIDs, CTV IDs and hashed emails (HEMs), our graph becomes the bridge that unifies their audience across every channel. Suddenly, the same audience that saw their ad on social during lunch is now watching a personalized spot on CTV that evening, all thanks to Experian. The result? A cohesive campaign that delivers hyper-relevant messages, stronger engagement, and measurable success. With Experian, fragmentation becomes connection, and personalization stays powerful across the entire media landscape. Agencies: Strategic partners in a fragmented world Agencies are the architects of the identity jungle, building bridges that guide brands through fragmentation and deliver campaign success. Thriving in this terrain requires data solutions that create actionable insights, enable personalization, and drive measurable outcomes. To meet marketers’ demands, many agencies have invested heavily—acquiring data companies or forging strategic partnerships to strengthen their foundations in data and identity solutions. These investments help them connect fragmented audience data and unlock new opportunities for their clients. But even with in-house capabilities, agencies often need more—more attributes, more integrations, and greater connectivity. In the jungle of identity, success isn’t just about building better data assets; it’s about ensuring those assets can be utilized across platforms. How Experian can help Picture a large independent agency ready to step up its game—expanding beyond its middle-market niche to attract enterprise-level clients. But to play in the big leagues, they need more than a solid strategy; they need data and identity solutions that deliver a competitive edge. Enter Experian. With our rich identity graph and deep customer insights, the agency can unlock new opportunities for its clients. Imagine offering enterprises the ability to connect fragmented audience data, create hyper-targeted campaigns, and measure success across every channel. The payoff? The agency doesn’t just win over new enterprise clients; it strengthens relationships with existing customers by proving it can navigate today’s fragmented media landscape with precision and measurable impact. With Experian, the agency becomes an indispensable strategic partner in the data-driven advertising world. DSPs: Navigating signal loss with a multi-ID strategy For DSPs, navigating the identity jungle means forging a path through the winding trails of cookieless strategies. With third-party cookies fading and no single identity solution—like Unified ID 2.0 (UID2)—able to cover all media engagement, DSPs must adapt to a multi-ID world. The challenge is twofold: finding flexible solutions to manage a multitude of identifiers while staying compliant with a growing number of state-level privacy laws. It’s not just a technical problem; it’s a call for strategic vision. And the way to thrive in this ever-changing terrain is to invest in identity solutions that connect digital and offline identifiers to a single customer profile. How Experian can help Imagine a DSP navigating a complex web of identifiers—UID2, HEMs, proprietary IDs—while juggling compliance with evolving privacy laws. Experian steps in as the ultimate connector. Our identity solutions, powered by stable offline data, are signal-agnostic and integrated across the advertising ecosystem. This ensures that DSPs can confidently manage multiple identity frameworks, keeping campaigns targeted, measurable, and compliant. With Experian, DSPs gain more than a stopgap solution; they get a future-proof identity strategy. The result? Better targeting, smoother omnichannel execution, and the strategic edge needed to thrive in a fragmented, multi-ID world. Turning identity challenges into a strategic advantage The identity jungle is a thriving ecosystem for those with the right guide. Experian helps marketers, agencies, and DSPs chart the course by unifying multiple identifiers into a single, complete customer profile. With the right tools (and a good map), buy-side stakeholders can learn more about their customer, reach audiences across channels, and deliver personalized marketing. Read our companion article to learn how the sell-side is approaching data and identity challenges. Read now Get started today Latest posts
We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. "We've been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns."April Weeks, Basis Technologies 2. Align metrics with business goals To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions. A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company's objectives. "The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively."Justin Evans, Samsung Ads 3. Personalize experiences to boost engagement Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal. Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. "Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don't necessarily need to own all of it but have a clear rationale and strategy about where you're using which data sets."Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® "We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we've introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads."Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. "Falling behind is not really an option. There's always a change in advertising and in data where there's a new horizon. The people who stay close to that and innovate will always follow it."Amelia Waddington, Captify Shaping the future Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead. Connect with our experts Latest posts
Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities. Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into: What’s changing in the market How to keep learning about your customers How to reach your customers in different places How to measure what’s really working along the way In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends. Download now 1. Signal loss: A rich appetizer of alternate ingredients As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar. There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate. 2. The rising power of CTV: A hearty entrée of opportunities CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation. Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential. By 2025, nearly half of CTV "diners" will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right. 3. Omnichannel: A flavorful fusion plate No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up. In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey. Vertical trends: A dessert sampler from four unique kitchens Different markets have their own signature flavors. In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement. In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH). In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics. Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert. Download our new 2026 Digital trends and predictions report Marketing in 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. These connections are what turn innovation into impact, and they’re where Experian helps marketers lead with confidence. What you'll learn AI is only as good as its data : Find out why the marketers who shape how AI works, with high-integrity, human-centered data, will be the ones who lead. Activation and measurement are coming together: Explore how marketers are shifting from reporting after the fact to guiding performance in the moment. First-party data activation is becoming a foundational capability: See how it’s now possible to onboard and activate privacy-compliant audiences across channels, all from a single system. Commerce media is no longer just a retail play: Understand why auto, CPG, financial services, and travel brands are now adopting retail-style models to connect data, media, and sales outcomes. Curation is the new programmatic standard: Learn how curation brings identity, quality, and control together, allowing marketers to target confidently across connected TV (CTV), audio, and the open web. Download now Experian's U.K. 2025 advertising trends This article highlights the major advertising trends set to shape the U.S. market in 2025, but significant industry changes are happening on a global scale. For a more comprehensive look at worldwide trends, check out Experian's U.K. 2025 advertising trends. Read now Contact us Latest posts