Programmatic : Why more & more publishers chose to open a Curator seat ?

It's not rare to hear publishers complaining about Curation in programmatic :"𝐶𝑢𝑟𝑎𝑡𝑜𝑟𝑠 𝑠𝑡𝑜𝑙𝑒 𝑜𝑢𝑟 𝑚𝑎𝑟𝑔𝑖𝑛𝑠 !".

And yet... Some of the biggest french players -- such as Orange Advertising, Adevinta (leboncoin), Carrefour Media -- have made a different choice : opening their own Curator seat.

💡 Why this strategic shift?

Because it allows them to boost their advertising revenue in two ways:

🔹 More reach :

A publisher with a premium audience can capture more budget by leveraging audience extension.

• Saturated inventory? 👉Curation allows them to source inventory from their peers.
• Need to broaden or intersect targeting? 👉 Gain access to thousands of complementary targeting segments.
• Onsite selling price too high? 👉 Create offsite advertising packages at competitive CPMs.

🔹 More enrichment :

A Curator seat provides access to prebid filters (Integral Ad Science, xpln.ai, Scope3...) and targeting segments (e.g., eXelate, A Nielsen Company, Sirdata, PEER39, etc.) to enrich their own inventory without any integration complexity.
👉 Publisher gains greater flexibility to respond to more demanding briefs, for specific target audiences, on their own inventory.

🍰And cherry on the cake:

💰 The publisher retains control over their margins.
🎓They stay within their area of expertise: selling their deals.
🧾They benefit from the billing simplicity enabled by the Curator.
📊 And they gain access insights of the market.

Curation is not a threat to publishers, it's a growth lever.

At GreyFox Ads, we beleive the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the dumbest : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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