The growing debate over "curation" in ad tech could lose steam before it fully takes off, now that Google has entered the scene.
Earlier this month, Google Ad Manager introduced a fresh suite of curation services in collaboration with several key partners, underscoring the growing significance of this trend in the ad tech space. Joe Root, CEO of Permutive, one of the companies working with Google, emphasized the significance of the move: "This is a pivotal moment for the open web, particularly given how much ad inventory flows through Google's platform."
To fully grasp why this matters, it's important to understand what “curation” involves in advertising. Essentially, it’s the process of using audience data, contextual signals, and supply chain insights from publishers to create curated sets of ad auctions from multiple sellers, streamlining the open auction process for greater efficiency.
Google's approach to curation allows publishers to share their first-party data within its programmatic marketplace, also known as a supply-side platform (SSP). This enables advertisers to target ads using that data, a shift away from the traditional model, where ad targeting was primarily driven by demand-side platforms (DSPs).
To bring this vision to life, Google has formed several partnerships, further deepening the divide between buy-side and sell-side ad tech providers. Google has been developing this model for the past year, and sources indicate that discussions around its curation approach are already underway with major agency holding groups.
The key points so far are that Google’s curation differentiates itself from competitors for two primary reasons. First, it is powered by Google’s ad server—the technology publishers rely on to manage and serve ads on their sites—which provides more accurate and dependable signals for targeting. Second, Google offers a vast array of ad formats thanks to its dominant position in the publisher ecosystem, giving it a data advantage that other SSPs simply can’t match.
Drew Stein, CEO of Audigent, a company specializing in curation and working with Google, noted: “While Google may not have been the first to market, it has the opportunity to offer a level of targeting and long-term stability that others can’t match.” Stein emphasized Google’s ability to aggregate and analyze a wealth of first-party data, allowing for more precise audience segmentation and ad targeting.
What’s New?
Google is positioning its new curation partnerships as a tool for agencies to easily identify the best ad inventory packages within Google Ad Manager (GAM) through its DSP, Display & Video 360, and Yahoo’s DSP. Some of the key partners include:
Audigent
Integral Ad Science
Liveramp
Lotame
Multilocal
Permutive
PrimeAudience
Scope3
Peentoo Patel, director of product management at Google Ad Manager, mentioned in a blog post that additional DSP support would be rolling out soon. One significant benefit of this new partnership structure is the simplification of billing for agencies, centralizing payments for data providers and inventory curators and removing the need for multiple invoices.
Some industry insiders speculate that Google’s new approach could help mitigate potential risks related to its ongoing antitrust case in the ad tech sector. These partnerships allow Google’s DSP to connect with third-party exchanges, which could provide the company with greater flexibility.
Chris Kane, CEO of Jounce Media, pointed out that “sell-side curation is really just the starting point” at this stage, warning that there’s a risk of low-quality players entering the space without adding meaningful value.
Fern Potter, SVP of partnerships and strategy at Multilocal, shared that media buyers are increasingly focused on how to practically implement curation within their marketplace strategies. Many are assessing how curation aligns with their broader goals and ensuring they’re making the right strategic choices. The conversation, she added, is shifting toward understanding how curation works, rather than just who is offering it.
John Piccone, regional president at Adform, suggested that while some might view these curation services as just another type of ad network, others see them as essential tools in the ad tech ecosystem. He explained that as long as these services continue to deliver value to advertisers and publishers, it will be difficult for DSPs to shut them down.
In conclusion, Google is well-positioned to be a dominant force in the move toward curation, particularly in sell-side programmatic advertising. With its vast reservoir of first-party data and powerful ad server, Google is poised to provide more precise and comprehensive targeting than many of its competitors.
Industry consultant Matt Barash believes the debate over which players provide the most value in the ad tech supply chain will persist until there’s a clear, industry-wide definition of “curation.” He noted that the IAB Tech Lab has yet to establish a formal definition or standard for the term, leaving it open to interpretation.
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