Curation has become adtech’s favourite buzzword. But beneath the hype, it’s simply common sense: structuring supply intelligently to reduce waste, increase transparency, and buy media better.

Curation was meant to simplify adtech. Instead, it multiplied it. From agency marketplaces to SSP layers and sustainability plays, this blog breaks down the many iterations of curation: who they’re built for, where value leaks, and why clarity matters more than ever.