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Having worked at an SSP, I still find it difficult to see “curation” as truly innovative.
Is this really new, or is it just the same thing repackaged and relabeled?
We all know that direct deals, PG, and smart PMPs aren’t new. Calling them “curation” doesn’t make them better.
What publishers seem to forget is that the controlling inventory is, and always has been, in their hands.
For publishers to take back control, they must own their deals, limit the open exchange, and use platforms as pipelines and not crutches.
Over-dependence on tech as a revenue driver turns you into the product and ultimately strips away your control.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech
