Google boosts curation capabilities for Ad Agencies

Google is rolling out new curation tools within Google Ad Manager to help media agencies more easily discover and activate the best publisher inventory and audiences for their advertising campaigns.

Key details:

• The new “curation” capability allows agencies to build curated auction packages with data segments and inventory from trusted partners like Audigent, IAS, LiveRamp, Lotame, and others.
• This cuts out the hassle for agencies of having to manage separate payments and invoices with various data and inventory providers.
• Curation aims to help agencies overcome challenges in reaching the right audiences across a fragmented digital landscape, especially in emerging formats like Connected TV.
• It provides agencies with a unified view of performance data and streamlines programmatic buying workflows like deal ID creation across DSPs.

Why we care. As the ad ecosystem grows more complex, agencies play an important role in navigating the landscape and delivering strong ROI for clients. These new curation tools from Google are designed to make agencies’ lives easier and help them be more effective in their media buying, leading to potential cost savings.

Bottom line: Google continues to invest in agency-focused solutions, showing recognition of the central role agencies can play in the digital advertising ecosystem. This latest curation update is part of the tech giant’s broader efforts to strengthen the agency-publisher relationship and drive greater efficiency in programmatic advertising.