How ad curation is maturing
The concept of ad curation may appear to be a nebulous one. Still, in the contemporary phase of the $750 billion digital advertising industry’s maturation, it has come to represent control: who owns the relationship, and who can command margin?
And with consolidation expected to represent much of the mergers and acquisitions in the space during 2025, the importance of this term is ramping up, as new players enter the space and audience signals become more scarce.
In its most basic concept, curation can be traced back to the earliest ad networks, with several industry figures laying claim to its invention, from high-profile pioneers to under-the-hood stalwarts.
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Source:: Digiday
