Industry Review 2025: Curation’s Time to Shine?

Curation is causing much discussion across the industry at the moment, and it's one of our key pillars for Industry Review 2025. Want to have your say?

Some believe it has the potential to become a one-size-fits-all solution for ad targeting. But many are also still finding their feet, as they question the mechanics behind curation, and how exactly it can benefit them. Curation is the framework for modern programmatic buying and selling. It will enhance existing inventory, making it possible to trade against specific campaigns objectives - such as sustainability, attention, search signals and DEI. We've already seen the backlash, and the backlash to the backlash, so where do you stand on curation? Here's where we're at:

ExchangeWire position

We are already seeing a lot of movement in the curation space, and that is making it very exciting. Honestly, it feels like the concept is misunderstood, but this industry is masterful at overcomplicating the simple. Curation is a pivotal force, or has the potential to be. It brings a purpose and you could argue it’s a lifeline for the SSPs. PMP deals thrive on curation and the platforms are the matchmakers that bring together publishers, advertisers and data signals. It’s a space that’s ripe for innovation, evolution and competition, but the challenge of balancing quality, transparency, efficiency and privacy shouldn’t be underestimated.

So what do you think?

This is your chance to debate curation with us and influence the industry. Do you agree with our perspective, can you see another angle, or are we missing a crucial piece of the puzzle?

Outline your point of view, illustrate your unique perspective and align your brand with this industry leading annual report, alongside commentary from agencies, brands and publishers.

Get involved today, and have your say on one of the hottest topics of the year.