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2024: The Year Curation and Wheelbarrows Took Center Stage (well, for some of us)

Writer's picture: Rhys DennyRhys Denny

Can you believe it? Another year is nearly wrapped up, and soon we’ll all be putting our laptops away and trading emails for festive feasts (because, let’s face it, who doesn’t love eating a disgusting amount of calories and sipping something bubbly before noon?).


It’s fair to say that 2024 has been a whirlwind; Paris gave us an unforgettable (and slightly soggy) Olympics, Netflix’s TV adaptation of The Gentlemen had us all glued to our screens, and political elections across the globe delivered enough drama to rival a reality TV season finale.


2024 hasn’t been short of highs, lows, and many eyebrow-raising moments. Yet, among the weird and wonderful, personally, 2024 has been an exciting ride and that is down to launching @curate. 


While I feel reflective, let me indulge in some of my highlights from the past 12 months:


Curation is Here to Stay - and So Are We.

When launching a business, you always hope to be in the right place at the right time—and fortunately, we managed to hit the bullseye. In 2024, curation exploded onto the scene as the hottest topic in AdTech, sparking countless articles, debates, and opinions (some glowing, some… less so). Love it or question it, one thing’s for sure: curation is here to stay and will continue to shape conversations well into 2025.


Conversations about precision, privacy, and performance dominated AdTech headlines this year, and curation emerged as a solution that ticks all the boxes. While Google’s back-and-forth on cookie deprecation made headlines, the industry had already started to evolve—embracing new, smarter ways to deliver advertising in a privacy-first world.


While we were among many riding the curation wave, we wanted to approach in a fresh way with a key focus on transparency and outcomes enabling us to cut through the noise in various ways (not just wheelbarrows on our website…):


  • Industry Partnerships: This year, we collaborated with leading SSPs, DSPs, and publishers, expanding access to curated solutions across the ecosystem..

  • Results That Speak Volumes: Curated campaigns delivered measurable value—driving better ROI, engagement,and efficiency for our clients, and we even won clients from a very large incumbent proving pricing transparency remains key for most…

  • New Offerings: These partnerships and results have empowered us to think about curation services in a different way and we are looking forward to bringing some exciting offerings to the market in the new year to make curation seamless, scalable, and effective.


TMI Video Series: Real Conversations, Real Impact

2024 also brought the launch of our TMI Video Series


Sure, the sound quality wasn’t always Grammy-worthy (more Granny-worthy), and our captions may have left some more confused than before - but at its heart, TMI was all about amplifying the voices of those shaping our wonderfully complex industry. And despite the quirks, we couldn’t be prouder of the stories we shared and the conversations we sparked.


From candid chats about the challenges of a rapidly changing ecosystem to celebrating the bold ideas pushing us forward, TMI became a place where AdTech’s brightest (mostly) minds shared insights, challenges and some pretty lavish industry lunches. 


Watch our TMI videos here.


Stay tuned for series two next year! Oh, and if you want to take part, ping me here.


Setting the Wheel(barrows) in Motion for Curation in 2025

As we close out 2024, we are proper excited about the year ahead. It sounds cliche, but I am.


Here at @curate, we’re doubling down on innovation, dialling up building new tools, and forging partnerships that will take curation even further. Next year, expect big announcements, smarter solutions, and more ways to add value across the programmatic ecosystem.


The ride, and party, is only getting started.


To everyone who’s been part of our journey this year—thank you. Your trust, collaboration, and belief in the power of curation have made all the difference.


Here’s to a groundbreaking 2025.


Want to know what all the wheelbarrows and gardening is all about? Then get in touch today.

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