In the evolving landscape of programmatic advertising, audience curation has become essential due to the challenges posed by the post-cookie environment and signal fragmentation. What was once a tactical approach is now seen as a strategic cornerstone, vital for ensuring scalable performance and durable addressability. This shift is driven by advancements in identity intelligence and real-time supply path optimization. Leaders from BRAVE and IntentIQ emphasize the need for smarter infrastructure that provides interoperability, fidelity, and privacy while answering the demands of DSPs and enhancing programmatic activation.
"Curation has evolved from a tactical add-on into a strategic cornerstone; it is now foundational for scalable performance and durable addressability in the post-cookie era."
"Curation evolves into strategic infrastructure, acting as the connective tissue that ensures scalable, privacy-safe performance, rather than merely a survival tactic in a fragmented ecosystem."
#programmatic-advertising #audience-curation #identity-resolution #supply-path-optimization #post-cookie-era
Collection
[
|
...
]