Crafting the perfect curated deal: How to drive strategic impact with Adsquare Curation

As media costs rise and addressability declines, curation is emerging as a strategic solution—not just a buying method. It offers a way to simplify supply paths, reduce waste, and regain control in a programmatic landscape defined by fragmentation and signal loss.

But not all curated deals are created equal. High-performing curated PMPs go beyond inventory selection. They bring together audience strategy, location intelligence, premium supply, and measurable outcomes. This blog outlines a framework for building curated deals that deliver on efficiency and strategic intent—supported by tools like Adsquare Curation and Measurement.

Location is the foundation of relevance

Curation starts with context—and physical location is one of the richest signals available. While traditional audience filters often rely on demographic or page-level cues, location data adds a deeper layer of behavioural insight.

With solutions like Adsquare Curation, marketers can access curated PMPs enriched by SDK-derived movement data, points of interest (POIs), and real-time environmental signals. This enables activation that is both hyper-relevant and privacy-safe.

Why this matters:

• Location signals intent—whether consumers are visiting car dealerships or a competitor’s store.
• Contextual targeting is resilient in a privacy-first world.
• Real-world data enables smarter, situation-aware messaging.

Audience strategies must be intentional

As identity signals fragment, effective audience targeting now hinges on intentional, outcome-driven strategies. Adsquare supports this shift with ID-Precise and Geo-Contextual curated PMPs—giving marketers flexibility to match tactics to campaign goals.

Curated deals can be built around two approaches:

• ID-Precise PMP: for deterministic targeting using first-party data.
• Geo-Contextual PMP: for location-aware targeting using aggregated movement, POI, and contextual signals.
  

Choosing the right approach—based on funnel stage, media goals, and compliance considerations—can significantly improve campaign precision.

Best practices:

• Use ID-Precise Targeting for retention and loyalty.
• Use Geo-Contextual Targeting for upper-funnel awareness or competitive conquesting.
• Combine both to scale smartly without sacrificing relevance.

Inventory quality makes or breaks your deal

No matter how advanced your targeting is, results depend on where your ads show up. That’s why Adsquare only works with trusted Curation SSP partners like Xandr and Pubmatic—ensuring your campaigns run on premium, brand-safe placements across mobile, desktop, CTV, and DOOH.

Curated deals should reflect not just who you want to reach, but the environments that maximise attention and trust.

What to keep in mind:

• Focus on inventory that matches your audience’s media habits.
• Use multi-channel deals to deliver impact across the customer journey.
• Be clear on inventory sources—it supports transparency and better optimisation.

Measurement is central to continuous improvement

Curation doesn’t stop when your deal goes live. At Adsquare, we provide tools that help you understand what’s working—and why.

From real-time dashboards to detailed post-campaign reports, we track:

• Footfall attribution
• Incremental lift
• Audience engagement and exposure trends

These insights help you refine strategies in-flight, not just after the fact.

To drive performance:

• Monitor beyond CTR—focus on metrics tied to real-world outcomes.
• Use footfall and uplift data to connect digital ad exposure with physical results.
• Optimise dynamically to keep improving while the campaign is live.

Conclusion

As the industry shifts toward privacy-safe, signal-light environments, curated deals offer a smarter path forward. But to get the most from them, you need the right data, supply, and measurement framework in place.

With Adsquare Curation, you get a complete system for building high-performing, insight-led campaigns. Whether you’re launching a geo-targeted DOOH campaign or fine-tuning omnichannel reach, Adsquare helps you connect the dots between audience, context, and outcomes.

Ready to elevate your curation strategy?
Book a demo or speak with Adsquare’s Sales Team to explore how curated deals can deliver measurable impact for your brand.