The evolution of the great ‘curation’ tussle in ad tech 

The word “curation” in the context of ad tech refers to the process of selecting and organizing premium, high-quality inventory for advertisers and brands to more effectively target specific audiences. 

During the ongoing fall conference season, it’s one of the industry buzz phrases for 2024, placing it alongside buzzwords such as “addressability” and “antitrust,” or even the oft-inappropriately-used “AI.”

Curation is particularly relevant in programmatic advertising, where the volume of available ad inventory can be overwhelming — and inventory quality can vary significantly. 

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