At A Glance
Curation is changing how media is bought and sold, moving beyond open auctions and static site lists to more efficient deals. By combining unique data, real-time supply connections, and continuous optimization, curated PMPs reduce waste and improve results. Audigent's, a part of Experian, solutions help marketers achieve measurable outcomes with curated strategies that deliver better targeting, higher engagement, and improved ROI.If you buy media today, you’re already feeling the shift: the best results don’t always come from broad, open auctions or static “safe site” lists; they’re coming from deals that combine the right data with the right inventory and let algorithms optimize in real time. That’s curation. And when it’s done right, it reduces data and media waste for buyers and raises eCPMs (effective cost per thousand impressions) and win rates for publishers.
As part of our Cannes Content Studio series, leaders from Butler/Till, Index Exchange, OpenX, PubMatic, and Yieldmo discuss how curation cuts waste and lifts results.
What is real curation?
Real curation isn’t “packaging inventory.” It’s a strategic framework built on three pillars:
1. Unique data
Privacy-compliant and accurate.
2. Strong supply connections
Access to quality inventory from publishers at scale.
3. Optimization tools
To measure, refine, and improve performance throughout the campaign lifecycle.
Why it matters: Manual approaches hit a ceiling. They can’t react quickly to shifting content, identity signals, or auction dynamics. That’s where technology partners come in, keeping the optimization loop running continuously.
Intelligence at every touchpoint
Curation isn’t about shifting control between platforms. It’s about better brand decisions, connecting opportunity-rich supply to the brand’s preferred buying platform and enriching each buy with audience data.In practice, supply-side platforms (SSPs) are ingesting richer signals to route inventory more effectively and support frequency caps and deal prioritization, in collaboration with demand-side platforms (DSPs).
“I think we’re seeing a shift toward bringing more DSP capabilities into the SSP, like supply-side targeting and data driven curation. Advancements in areas like CTV are enabling targeting based on content signals, and SSPs are pulling in more data to inform which supply is sent to the DSP, helping with things like frequency caps.”
OpenXMatt Sattel
Why page-level targeting beats static lists
Static domain lists were a useful first step for quality control. The intent was sound, but the approach was too cumbersome for today’s signal-rich buying. Today, AI and contextual engines read the page, not just the site, and adapt in real time.
Page-level logic delivers three key benefits:
- Accuracy by targeting high-intent, page-level content.
- Relevance by matching the creative to both the content and the audience context.
- Speed by enabling campaigns to move away from underperforming pages in real time, without waiting for a manual trafficking change.
“AI-driven contextual engines evaluate the page, not just the domain, to curate inventory in real time. That moves curation from static allowlists to adaptive logic for greater accuracy, relevance, and speed.”
YieldmoSophia Su
Partnerships broaden who influences the buy
Curation works when publishers, agencies, data partners, and platforms share signals and KPIs.
- Horizontal curation (across multiple SSPs) assembles broader, higher-quality reach and resilience, ideal for scale and diversity of supply.
- Vertical curation (an SSP’s in-house product) provides deep controls within a single exchange, useful for specific inventory strategies.
- Creative and data now shape supply and demand: better creative decisioning, tested against richer signals, improves outcomes.
DSPs remain central for activation and pacing. But the sell-side’s growing intelligence means more accurate inventory routing and signal application before a bid ever fires.
“Curation will continue to evolve through deeper data partnerships and expanded use across publishers and agencies, with more sophisticated types of optimization. DSPs will remain critical to activation, even as sell-side decisioning plays a larger role in identifying and shaping the supply to select.”
Index ExchangeMike McNeeley
Curation delivers access and measurable performance
Here’s what curated deals are delivering.
For buyers
| Result | Type of result |
| 36-81% | savings on data segments |
| 10-70% | lower cost per click (CPCs) |
| 1.5-3x | higher click-through rates (CTRs) |
| 10-30% | higher video completion rates |
For publishers
| Result | Type of result |
| 20% | bid density |
| 118% | win rate |
| 10% | revenue on discovered inventory |
| 25% | eCRM on incremental impressions |
Why it works: When data, supply, and optimization are integrated, you reduce waste, surface better impressions, and let algorithms compound your advantage. That’s why curated private marketplaces (PMPs) have grown at ~19% compound annual growth rate (CAGR) since 2019.
“Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes.”
PubmaticHoward Luks
Holistic curation streamlines planning and outcomes
Curation adds the data layer earlier in the buying process, starting at the supply-side. This creates more opportunities to reach the right audience and improves scale and performance. By replacing multiple line items with a single curated deal, campaign setup becomes faster and less error-prone. Curated deals also simplify measurement by including the necessary context for accurate attribution, while dynamic adjustments ensure campaigns remain optimized without requiring manual updates.
“Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes.”
Butler/TillGina Whelehan
It’s much more streamlined, bringing more pieces together so we’re thoughtful and holistic. Adding the audience and data element creates more scale and strategy in how we curate supply and data, and ultimately better results for clients.
The bottom line
Curation has matured from buzzword to performance system. DSPs still anchor activation and pacing, but better sell-side pipes now pre-route inventory and apply signals before any bid starts, making the whole system faster and more accurate. When you combine unique signals, tight supply connections, and always-on optimization, you gain addressability, reduce waste, and achieve better business outcomes for both buyers and sellers.
Curation isn’t just a trend; it’s where programmatic advertising is headed. Start testing curated PMPs today to see the difference for yourself.
Explore curated PMPs with Audigent
Curation FAQs
Curation in performance marketing is the process of combining data, inventory, and optimization to deliver better results. Audigent supports curated strategies through privacy-safe data and advanced integrations.
Curation reduces wasted spend by targeting high-quality impressions and optimizing campaigns in real time. Audigent’s solutions help marketers achieve higher click-through rates, lower costs, and better engagement across channels.
Curated PMPs are deals that use curated data and inventory to deliver measurable results. They help buyers save on data costs, improve ad performance, and achieve better video completion rates, while publishers see higher win rates and revenue.
Audigent provides unique data assets, privacy-safe integrations, and optimization tools that help marketers and publishers create curated deals. Our solutions ensure campaigns are more efficient, targeted, and effective from start to finish.
Horizontal curation combines inventory across multiple platforms for broader reach and diversity, while vertical curation focuses on deep control within a single platform. Both approaches can be tailored to specific campaign goals with Audigent’s expertise.
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They store essential information like logins or preferences and are central to modern data collection strategies. The change aims to improve privacy and transparency, giving users more control over their information. For marketers, it represents a shift from broad tracking to consented, identity-based engagement. Experian’s view: While third-party cookies may linger longer than expected, identity should remain the cornerstone of every marketing strategy. Why is cookie deprecation reshaping the industry? The shift toward privacy-first marketing didn’t begin with Google, but Chrome’s decision to limit third-party cookies has amplified the impact. Safari and Firefox removed third-party tracking years ago, but Chrome’s dominance, with roughly 65 percent of the global browser market, makes its shift a defining moment for advertisers. Apple App Tracking Transparency (ATT): Requires user permission before app tracking. 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Marketers will notice several shifts: Less cross-site visibility: Without third-party cookies, connecting behavior across websites becomes difficult, making it harder to attribute conversions. Greater dependence on first-party data: Data collected directly from consumers (emails, preferences, purchase history) will be crucial for targeting and measurement. Increased adoption of alternative IDs: Solutions like Experian’s alternative IDs help maintain addressability and measurement in a cookieless world. Renewed focus on contextual advertising: Relevance now depends on where an ad appears rather than who sees it. New compliance expectations: Marketers must prove transparency and respect for consent under tightening global privacy laws. What challenges should marketers expect with cookie deprecation? Marketers face both operational and strategic hurdles as third-party cookies lose value. 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Cookie deprecation refers to browsers ending support for third-party cookies, which track users across sites. This shift promotes greater privacy and transparency while encouraging marketers to use first-party and identity-based data for targeting and measurement. Why is Google Chrome phasing out third-party cookies, and what’s changed recently? As of September 2025, Google paused its plan to fully deprecate third-party cookies in Chrome. The company will introduce new user privacy controls that allow individuals to choose how their data is shared, while continuing to test privacy-preserving APIs through its Privacy Sandbox. Which browsers are affected by third-party cookie deprecation? Safari and Firefox already block third-party cookies, and other browsers have adopted similar restrictions. While Chrome’s deprecation is paused, its large user base, more than 60 percent of global traffic, means its future policies will continue to influence how marketers plan and measure campaigns. 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Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics. Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts