SANTA MONICA, Calif. – The ad-tech world loves acronyms and trending concepts. Lately, “curation” has been making waves. But what does it mean, and why should advertisers care? Simply put, curation is the art of distilling the vast ocean of digital ad inventory into a manageable stream of high-quality, targetable options.
Programmatic advertising has created a universe of ad opportunities, but finding the right ones can be like searching for a needle in a haystack. Curation is about separating the wheat from the chaff, identifying the placements and data signals that will actually deliver results.
Advertisers need help navigating this complex landscape, and curation is the solution, said Bob Regular, CEO of Infolinks Media, in this video interview with Beet.TV.
The Future of Ad Curation
Regular predicts that curation will mature and become even more sophisticated in the coming months, giving advertisers and publishers the ability to focus on what truly matters. He believes this shift will be essential for the open web to compete effectively with the walled gardens of Google and Facebook.
“I think we’re going to see that it’s an opportunity for both advertisers and publishers to limit down and make the market more effective,” he said. “Ultimately the open web… really needs to come together and find a way to be very, very, very successful and drive outcomes so they can compete with the walled gardens.”
He envisions a more collaborative environment where publishers and advertisers work together to create a more efficient and effective open web advertising ecosystem. This collaboration, he said, will be crucial in the battle against the walled gardens. The next six to 12 months will be critical for the open web to come together and create a more effective advertising marketplace, he told Beet.TV’s Rob Williams.
Infolinks Media is an advertising technology company providing monetization solutions for online publishers and advertisers. Their services leverage contextual and intent-based ad units designed to match website content and user interest.
The company offers various products such as in-text links, overlay ads, and banners that purport to deliver relevant advertisements to website visitors. Infolinks Media operates real-time bidding platform.
Sustainable Advertising Boosted by Signal Consolidation
“Sustainability” is another term making the rounds in the ad world, but it’s not just about climate change. In this context, it’s about creating a more responsible and efficient advertising ecosystem. One way to achieve this is by minimizing the number of ad requests generated, reducing server load and ultimately, lowering emissions.
Regular explained that Infolinks focuses on working directly with publishers, placing ads in specific, high-performing locations on their websites. This direct approach creates only one upstream request, minimizing the environmental footprint of each ad impression. It’s a challenging task given the trillions of requests generated by the industry, but by working directly with publishers and buyers, Infolinks minimizes emissions and promotes a more sustainable approach to advertising, Regular claimed.
It’s a way to reduce the emissions associated with the countless ad requests generated in the digital advertising ecosystem, he said.
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