Curated marketplaces are becoming a common part of digital media plans, often positioned as a way to access high-quality inventory with better controls. In theory, that sounds great. But in practice, not all curated supply is as premium or differentiated as it claims to be.
The reality is, plenty of curated marketplaces are just open exchange inventory with a new label and a higher price. The packaging changes, but the content and quality stay the same. That doesn’t mean curation has no value, it absolutely can,but only when it’s built on meaningful filtering, clear methodology, and transparency about what’s actually included.
Some partners do this well. They build curated deals based on trusted publishers, known performance, viewability standards, or specific audience data. They tell you how it’s built, why it matters, and what outcomes to expect. When that’s the case, curation can help buyers cut through noise, avoid waste, and get closer to the results they care about.
Others, though, are simply reselling the same supply that’s already available in the open market, just with a new name and mark-up. The pitch might sound polished, but if you’re not asking what’s actually under the hood, you might end up paying more for the same thing you could have accessed for less.
That’s why it’s completely fair—and necessary—to ask questions. What’s the logic behind the curation? Is it based on specific publisher lists, performance data, or inventory types? How often is it updated? What makes it better than buying directly from the open exchange?
Trust in your partners is important, but trust should include transparency. If a curated deal is truly premium or differentiated, there should be a clear explanation of why, and some proof to back it up. Otherwise, you’re making decisions based on surface-level impressions, not real value.
In short, curated marketplaces aren’t inherently good or bad. But not all are created equal. The ones that stand out are backed by strategy, not just a label.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech