Curation, a new way.

We read every day about the curation of this and curation of that, and a lot of it centres on who's got what audience data, and who does what with it.

I remember the days before deep-audience data, when we used click-segments to drive numbers, and still plenty of bars of soap were sold, and test drives driven. 

Fast-forward to today, it’s not unusual for around 20-30% of working media budgets to be consumed by audience targeting along the programmatic activation chain. 

But, what considerations and conversations do you hear about the media these audiences are found upon by curation companies, beyond blocklists & banned words?

Not a lot.

This seemingly myopic fixation on audience data, by curation companies, is surely symptomatic of a sector short on new ideas; micro-targeting upon targeting is beginning to consume more budget than it warrants, or returns, surely?

What value are curation companies bringing beyond simply activating media spend for 30-40% of the media budget, and who is responsible for the upside clients enjoy if buying is outsourced? 

Also, revenue shares are killing this industry with proportion-of-budget business models that are simply not fair - and not needed, might I add - often being sold as “shared risk”. 

Why should a brand share any risk with AdTech wanting its business?

A new way is needed.

Imagine a company that curates the actual placements these incredibly valuable audiences are found within; imagine knowing which MPUs or SkyScrapers on which pages are better at engaging people; imagine if YOUR data was applied in concert with a platform that would only provide you with ad placements known to have a higher probability of engagement, than the same placement on the page before, or the page after?

Imagine all this for a fixed CPM, that’ll likely surprise you. 

Imagine no more. 

@curate curates ad placements, not people or websites. 

I’d love to tell you more.