Curation: A streamlined approach to data-driven targeting

Programmatic advertising has never been more powerful—or more complex. With data overload, fragmented supply chains, and shifting privacy regulations, advertisers face inefficiencies that drain budgets and complicate targeting. How can brands regain control and maximise impact?

Enter curation. This transformative approach simplifies programmatic media buying, ensuring advertisers get high-quality, privacy-safe, and performance-driven ad placements without the complexity.

What is curation in programmatic advertising?

Curation intelligently combines data, contextual insights, and publisher inventory to create high-value ad packages – curated deals. Acting as a hybrid between open auctions and direct publisher agreements, curated deals retain the flexibility of programmatic buying while offering the precision and quality of direct agreements.

With curated deals, advertisers can tap into premium publisher inventory without requiring preferential agreements. The result? Minimised waste, privacy-compliant targeting, and scalable campaign efficiency.

These deals are then made available in Private Marketplaces (PMPs)—controlled, invite-only programmatic environments where select advertisers can access highly refined curated deals to fit specific campaign goals. Unlike the open market, where ad impressions are auctioned to the highest bidder in real time, a PMP offers a more exclusive and transparent buying process. Within curation, PMPs allow advertisers to combine high-quality inventory with precise audience data, ensuring more relevant ad placements, improved performance, and greater brand safety.

Why curation is a game-changer for advertisers

The benefits of curation go beyond convenience—it addresses some of the biggest pain points in programmatic advertising.

• Cut wasted spend – Focus ad budgets on high-quality, pre-vetted inventory, ensuring every bit of spend delivers value.
• Eliminate audience fragmentation – Combine first-party, geo-contextual, and behavioural insights for seamless, unified targeting.
• Succeed across channels – Activate campaigns efficiently across mobile, desktop, connected TV (CTV), and out-of-home (OOH) environments.

Curation doesn’t just streamline workflows—it ensures programmatic advertising delivers tangible, measurable results.

Take control of your programmatic strategy

Curation represents the next evolutionary step in programmatic advertising—fostering collaboration, transparency, and innovation across the ecosystem.

Adsquare Curation offers location-intelligence fuelled PMPs including:

• ID Precise PMP: Access ready-made deals that precisely target audiences based on detailed demographic, psychographic, and behavioural data, such as app usage, purchase intent, and brand preferences.
• Geo-Contextual PMP: Harness the power of location to reach audiences with contextual relevance by delivering ads that match the consumer’s real-time surroundings, such as weather conditions or points of interest.

Want to reduce complexity, cut waste, and boost ROI? Adsquare Curation makes it easy to run high-performance campaigns with precision and scale.

Let’s build a curated strategy that delivers real results. Get in touch today!