Curation: clearing the path to your perfect audience

Let’s be honest, the promise of programmatic to speed up and simplify the process of finding and reaching target audiences at scale has never really materialised.

Instead, advertisers face an environment of complexity and opaqueness, with growing layers of technology and add-ons only making things even more complex and impossible to navigate. From low-quality inventory to distorted supply paths and metrics that fail to offer real value, getting your message in front of the right audience is increasingly challenging. 

The fact is that building an audience at scale from the wealth of supply sources available is difficult and time-consuming.

Curation is the answer

Curation is a hot topic these days as the industry tries to understand the opportunity. But for us, it’s simple: Curation provides the ability to pull together the right audiences and executions for buyers from across every player in the industry. 

Whether that be cookie-less and future-proofed targeting, rare and engaging ad formats, or understanding how to find a niche audience at scale within emerging formats like CTV, Audio and DOOH, our focus is to map the industry in depth, so that finding the audience you want on the media you want is easy.

But we don’t stop there – we provide best-in-class optimisation, troubleshooting and campaign execution expertise, accompanied by the best available insights along the way.

A better audience translates to better performance

This may be obvious but it’s absolutely critical. It’s only by having a customised approach to all campaigns that one can ensure a quality, relevant audience, and a quality audience leads to quality performance. Buying on the OMP or trusting in-built DSP audiences and algorithms leads to brands buying click-bait websites and fat-thumb-click apps. It’s time to dispose of black-box solutions and replace them with before-you-buy transparent audiences so that you have confidence you’re reaching the right audience across the right placements, with clicks generated by genuinely interested users.

Add value at every stage.   

We’re committed to taking the pain out of building audiences and delivering programmatic campaigns. We do the hard work by integrating data from multiple SSPs and hundreds of publishers and data providers to bring together the best audiences from across the industry. We provide PMPs to the buyers and our analysts set to work optimising and delivering your campaigns. With an understanding of the ins and outs of every major DSP and SSP, we ensure every budget delivers on time and with its KPIs exceeded.

Scale does matter.

While supply and demand are often seen as opposites, incorporating tactics and techniques from the demand side actually enhances audience quality and scale on the supply side. And scale matters. Yes, campaigns require defined audiences, but to be effective, relevant and meaningful, each one - even niche ones - needs a large enough population to justify them. This is the difference between an average and a profitable campaign, and we’re confident we can always deliver the scale you need.

Humans are essential.

Despite the obsession with automation and AI, human intervention is critical when it comes to curation. The mistake made by many companies taking on curation is believing technology can solve it all. But curation needs people and their expertise. That’s why we have teams validating sites and audiences, optimising and troubleshooting around the clock to ensure we provide the quality of supply and performance our clients expect. It’s a painstaking process that requires an obsessive, relentless attention to detail, but there are no shortcuts if you want to deliver the best results. When we add AI tools to our human power, we then achieve the edge that sets us apart from all the competition.

Today, many companies claim to offer curation, often alongside a wealth of other services. But just like programmatic, curation is complex. That’s why we’ve made it our singular focus - to ensure we get it right, to simplify the process for advertisers and agencies, and to allow them to access the right audience for them, every time. 

Also published in: Multilocal