Programmatic: WTF are Curators?

The other day, I was chatting with a group of french media traders who confided in me: « Curation and Curators, we hear about them, but it still remains a bit vague for us. »

What if we went back to the genesis of this story?

About a decade ago, Header Bidding wrappers triggered a golden age for SSPs ✨:
All SSP seats could now be called simultaneously on all bid requests, meaning no more enduring the Waterfall and Google's primacy over all auctions.
📈 Rapid business growth for SSPs, but… SSPs quickly hit a glass ceiling: How do you find new clients when you're already connected 15x on every publisher!
💡 The stroke of genius from SSPs (from Xandr first, I believe): "Since we're already plugged in everywhere multiple times, why not give access to this existing stream of Bid Requests... to other potential clients?"
➡️ Curator seats were born.

🎯 Concrete example:

In the Equativ Curator seat, the user accesses:

• All Bid Requests from all Equativ SSP seats (publishers + resellers).
• A whole battery of self-service tech available (Integral Ad Science, xpln.ai, Sirdata, Nielsen, illuma, PEER39, ID5.io, First-ID, Utiq, LiveRamp, etc.).
• The ability to add their own layer (e.g., Exclusive Data).

They then set up lines as one would in a DSP ➡️ map everything ➡️ and then send a Curated Deal ready to be activated in the buyer's DSP.

Today, the majority of the big SSPs have their own curator seat: Equativ, Xandr, Magnite, Index Exchange, PubMatic, FreeWheel, Criteo, and even… Google !

And there are many players who can/could use a Curator seat to generate more business:

• Advertisers who would like to monetize their audiences on Open Web inventory (e.g., retailers like leboncoin, Unlimitail, Valiuz, etc.).
• Publishers with highly qualitative audiences who would like to increase their reach with these audiences (e.g., TF1 PUB, AMAURY MEDIA, Les Echos, etc.).
• Agencies that would like to gain in granularity/transparency/time.

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At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers.

We help Media Traders outside of France to address the French market with all our deep market knowledge focused in one "Master Curated Deal".

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