ADKEEN

Glossary

Curated Marketplace

A programmatic supply source where a third-party curator pre-filters and packages inventory from multiple SSPs based on quality, brand safety, or audience criteria before offering it to buyers.

SSP & Ad SupplyAdvancedAlso called: CurationSource: Industry consensus (emerging term, no formal standards-body definition yet)

Definition

A programmatic supply source where a third-party curator pre-filters and packages inventory from multiple SSPs based on quality, brand safety, or audience criteria before offering it to buyers.

Why it matters

Curation has become one of the most actively discussed terms in programmatic in 2025–2026 specifically because it addresses the core weakness of open RTB — inconsistent inventory quality — without the volume trade-off of a fully closed PMP.

Key consideration

Curation adds a layer, and every added layer can add cost and reduce transparency into where a fee actually goes. Ask what the curator is actually doing (quality filtering, audience curation, or just repackaging) before assuming it is a quality signal.

Related terms

PMPAn invitation-only programmatic marketplace where a publisher makes inventory available to a select group of buyers, typically at a negotiated floor price.SSPSoftware that lets publishers make their ad inventory available to buyers programmatically, typically via an ad exchange or header bidding.Supply Path OptimisationThe practice of analysing and consolidating the number of intermediaries (exchanges, resellers, curators) an impression passes through between publisher and buyer, in order to reduce cost and improve transparency.

Related technologies

SQREEM ONEData & Audience Intelligence

Practitioner notes

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