Curation in programmatic advertising isn’t inherently good or bad – its impact depends on how it’s managed. With the industry abuzz with curation chatter, our new whitepaper, ‘Curation: Friend or Foe?’, cuts through the noise to show how transparency and control can make it a powerful ally for publishers.
Based on our extensive research, we reveal key insights:
- Value concentration: 80% of curation revenue comes from just 10% of curators. Focus on strategic partnerships.
- Control gap: Only 23% of publishers currently feel in control of their participation in curated deals. Publishers need greater influence.
- Permission matters: Over 60% of publishers reported not being asked for permission to include their data and inventory in curated deals. Explicit consent is non-negotiable.
- Unmasking fees: 95% of publishers are unclear on curation fees, with average curator margins at 44%. Transparency is critical for fair value.
At Ozone, we’ve always championed permissioned, compliant access to publisher assets with clear commercial terms. We believe curation can be a force for good when publishers have transparency, control and fair value exchange.
Ready to ensure curation works for you? Sign up to download the study below.
