What Are Curated Deals in Programmatic Advertising?
Curated deals are pre-packaged programmatic advertising bundles that let you buy ad space from trusted, pre-vetted sources. Rather than negotiate dozens of deals, you get a single deal ID that gives you access to premium inventory grouped by audience, content, or campaign goals. This makes setup faster, safer, and more effective than open exchange buying.
For example, let’s say you’re launching a new museum exhibit and want to reach art enthusiasts while they’re already engaging with related content. Colossus SSP offers an Arts & Entertainment curated deal that gives you access to lifestyle publications, premium video inventory, and audiences with a strong interest in cultural experiences.
By streamlining access under one deal ID, curated deals save time and give you confidence that the inventory will align with your campaign goals and brand-safety requirements.
How Curated Deals Differ From Other Programmatic Advertising Options
Curated deals in programmatic advertising are distinct from both the open exchange and private marketplaces (PMPs). The open exchange offers scale, with advertising inventory that’s offered by thousands of publishers, but it comes with less control over where your ads appear. PMPs, on the other hand, are highly selective and brand-safe, and can include inventory from a single, or multiple publishers. A challenge is that they may require direct negotiation with publishers, which can slow things down and limit scale.
Curated deal IDs, on the other hand, combine the best of both the open exchange and PMPs. While a PMP can also bundle inventory from multiple publishers through an SSP, curated deals go further by layering on targeting and quality filters. This means advertisers can quickly activate scalable premium content with a single deal ID that’s designed to reach the right consumer. The result is faster setup, trusted inventory, and better alignment with campaign goals.
Benefits of Curated Deals in Programmatic Advertising
One of the biggest advantages of curated deals is targeting. Targeting the right audience in any campaign requires data expertise, but with a curated deal ID, that work has been done for you by industry experts.
But there are other benefits, including:
- Quality control. Publishers and inventory sources are pre-vetted.
- Many audience options. Colossus SSP offers a wide array of curated deals, so you never have to settle for a “close-enough” audience. Our packages are pre-built around interests, behaviors, and community alignment, giving you plenty of choice to match your campaign goals.
- Speed to market: Activation is quick, making them ideal for seasonal campaigns or time-sensitive promotions.
- Brand safety: Since inventory is curated, advertisers reduce the risk of their ads appearing in low-quality environments.
For many advertisers, curated deals strike the right balance between precision and scale.
How to Use Curated Deals in Programmatic Advertising Effectively
Success with curated deals starts by matching the package to campaign goals. For example, if you’re a retailer planning your holiday promotions, you might choose a curated deal built around shopping and gift guides. A travel brand could select a package that includes premium lifestyle and destination content.
It’s also important to test and measure. Advertisers should monitor performance, compare curated deals against open exchange campaigns, and adjust as needed. Over time, curated deals can become a reliable tool in the programmatic strategy mix.
Ready to Get Started?
Curated deals in programmatic advertising give you a faster, safer, and more effective way to reach the right audience. Colossus SSP offers curated packages built around audiences and content themes, all accessible through a single deal ID. If you’re ready to simplify campaign execution while improving quality, get in touch today.
