Smart AdServer today (15 December) announced the launch of their curation offering, a platform that delivers greater value in the form of curated deals for the digital advertising supply chain. The curation platform streamlines programmatic advertising within the fragmented ecosystem, providing media buyers with access to differentiated ad inventory and new media solutions to bring supply and demand closer together at scale. In response to increased demand, and in a bid to improve supply chain transparency, the platform allows curators to pre-filter the most effective inventory for buyers from Smart’s SSP, creating a custom marketplace of premium inventory sources, layered with additional value such as audience data, contextual insights or vertical expertise.
Media owners and data owners can maximise their first-party data assets within the curation platform to generate greater revenue opportunities and extend audience reach.
On the buy side, media agencies and those managing the supply partners for advertisers, benefit from improved performance, optimisation of media spend, and a pre-filtered, quality inventory selection within the DSP of their choice.
Teiffyon Parry, executive vice president, global demand at Smart AdServer, comments, “At Smart we have always been focused on simplifying our customers’ advertising journey, and helping to curate the best inventory. The launch of our curation offering is a formalisation of this approach, designed to better serve the growing needs of the industry and introduce a much needed solution to help our customers launch innovative media solutions that are easy to implement. Whether it’s a publisher, an agency, or an intermediary – our platform combines premium supply, privacy-compliant identity solutions, performance targeting, and forecasting into one simple package that is easy to scale.”
Smart’s curation offering is already leveraged by several leading players within the industry, including the global leader in search intelligence, Captify. Vincent Pelillo, president Europe at Captify, comments, “Smart’s curation offering is the perfect tool for us to leverage and activate the power of our data through all types of premium media environments. As we have been using the solution for several months, we’ve been convinced by the intuitive and seamless creation of curated deals which allow us to take full advantage of our high value, granular and specific segments with the scale of Smart's inventory. Smart shares our vision and approach in terms of data activation, putting privacy-compliance and efficiency at the heart of its offering.”