Data-Driven Curation Is Changing Programmatic Ad Buying Beet.TV [Video]

SANTA MONICA, Calif. – Programmatic ad-buying has long relied on carefully selecting digital properties and packaging them for buyers.

Traditionally, supply-side platforms (SSPs) like OpenX have curated ad inventory by choosing websites and apps, bundling them and making the packages available to DSPs through deal IDs. Advertisers then would apply their own first- or third-party data to target specific audiences.

But a new approach that applies audience data before ad requests reach demand-side platforms (DSPs) is transforming the process.

Data-driven curation is emerging as an enhancement, Stacy Bohrer of sell-side platform OpenX said in this video interview with Beet.TV.

“There are a lot of benefits to doing curation on the supply side,” Bohrer said. Because SSPs have close relationships with publishers, “we have access and visibility into all the inventory, all the signals, content, objects, etcetera.”

By matching audience data with ad impressions before sending them to DSPs, SSPs can …