At the core of a digital publisher’s success lies the ability to offer high-quality ad inventory that attracts valuable advertisers. In this context, SSP-curated deals have emerged as an intriguing way to enhance the value of ad inventory and achieve better performance. While curation is not a new concept, its importance has grown as challenges in digital advertising—such as the decline of cookies and the need for brand safety—have come to the forefront. This evolution has made curation a more strategic approach to meeting advertisers’ needs.
Curated deals involve assembling inventory selectively for specific advertisers, enabling precise targeting and adherence to brand safety standards. SSPs provide the technical tools for curation, but the execution often falls to sales partners or so-called "curation companies." This model can simplify publishers' operations and unlock new revenue streams. However, curation also carries risks, such as losing inventory control and pricing strategy conflicts. How can publishers leverage curated deals effectively while avoiding potential pitfalls?
Which SSPs Offer Curated Deals?
Many SSPs offer curated deals, often in collaboration with sales partners. Examples include:
- Google Ad Manager: Facilitates curated inventory through partners such as Audigent and LiveRamp.
- Magnite: Known for its extensive curated inventory and advanced reporting, providing transparency across the cost chain.
- PubMatic, Index Exchange, and Lotame: These platforms offer tools for inventory curation attracting quality advertisers.
Benefits and Challenges of Curated Deals for Publishers
Benefits:
- Increased Ad Inventory Value: Curated deals can elevate CPMs, directly increasing publishers’ revenue.
- Attracting High-Quality Advertisers: Brand safety and precise targeting make inventory appealing to premium advertisers.
- Time Savings and Efficiency: SSPs and sales partners manage targeting and quality control, enabling publishers to focus on strategic decisions.
Challenges:
- Lack of Transparency: Limited visibility into pricing and distribution can complicate performance evaluation.
- Reporting Issues: Fragmented data and the absence of standards make analysing curated deals challenging.
- Performance Variability: The benefits of curation depend heavily on the quality of execution and the choice of partners.
When Are Curated Deals Profitable?
Curated deals can deliver significant value if:
- CPM rates increase, and advertiser quality improves.
- Reporting is accurate, providing actionable insights for decision-making.
- Publishers maintain control over their inventory, and strategies align with long-term goals.
Reporting and Optimisation: Essential Tools for Success
Effective use of curated deals requires precise reporting and continuous optimisation. While the lack of reporting standards remains challenging, tools like Relevant Yield can provide publishers with a comprehensive view of performance and help evaluate the profitability of curated deals based on pricing, advertiser quality, and overall performance.
To ensure effective and transparent reporting, SSPs must continue to develop and standardise their reporting tools and practices to meet publishers’ needs better. Detailed data helps publishers understand the value of their inventory and buyer behaviour in different scenarios. This insight is critical for building long-term strategies and making data-driven decisions about partnerships.
Conclusion: Strategic Choices Make the Difference
Curated deals can be a competitive advantage for digital publishers when utilised thoughtfully and based on data-driven insights. They have the potential to enhance ad inventory value, attract high-quality advertisers, and generate additional revenue, but success requires a carefully planned strategy. By focusing on niche audiences and constructive partnerships, publishers can ensure that curated deals are not just an opportunity but a tangible means to thrive in the ever-evolving landscape of digital advertising.