Does Curation Really Benefit the Publisher?

As publishers face growing pressure to maximize yield and maintain control over their inventory, the conversation around curation is shifting from skepticism to strategy. The recent Digiday article captures this tension well, highlighting that while concerns about middlemen and margin erosion remain, the data increasingly shows that curation can drive real, measurable gains. However, the path to success isn’t just about participating in curated marketplaces, it’s about having a real seat at the table.

By leaning into curation, publishers can unlock the full value of their inventory, leverage first-party data, and drive premium pricing for high-value audiences. But this requires more than just jumping on the bandwagon. It demands the right technology, expertise, and a focus on transparency.

The promise of curation is about more than just better margins, it’s about reshaping the programmatic landscape to ensure we’re delivering consistent value to those who create the content that drives the ecosystem.