The Shrinking Open Web

This podcast episode explores the rise of curated inventory and the challenges faced by data management platforms (DMPs) in the advertising industry. It discusses how marketers are shifting towards curated experiences and leveraging curated inventory for more targeted and personalized ad placements. The episode also focuses on Tradesk's vision of becoming the DSP for the premium internet and the shift from DMPs to data collaboration platforms. It highlights the benefits of curation tech, such as private marketplaces, for targeting specific life stages and the challenges of measuring performance in curated deals. The episode further explores the rise of curation as a response to the deprecation of third-party cookies and the concerns raised by DSPs about transparency in sell-side curation. It also delves into the discovery of made-for-adsense (MFA) websites and the scrutiny faced by Content IQ. The episode concludes by discussing the challenges of finding accurate terminology in the advertising industry and the importance of closer collaboration between advertisers and publishers for brand safety.