We also heard agencies’ feedback on simplifying operations. Agencies can skip the hassle of managing payments to data providers and inventory curators — Google Ad Manager will handle billing, eliminating the need to deal with separate invoices or payment processes.
Curation already supports Audigent, IAS, Liveramp, Lotame, Multilocal, Permutive, PrimeAudience and Scope3. This enhanced control and flexibility in selecting data segments and curating inventory opens new possibilities for brands and agencies.
As Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp, explains, “Curation helps brands and agencies achieve better connectivity and signal, accelerating the adoption of cutting-edge solutions that drive results across display, CTV and beyond.”
We’re excited to see the innovative ways agencies are using curation. For example, Brenda Tuohig, Chief Commercial Officer at Scope3, notes that it helps agencies “make their campaigns more carbon efficient and effective by selecting lower-emission inventory segments,” calling it “an all-around win for the agency, as it supports sustainability goals while boosting performance.”
Programmatic buying streamlined for agencies
Curation builds on our ongoing work to help agencies get more value from publisher inventory by streamlining programmatic advertising operations. We already provide agencies with a clear view of performance, through a unified UI where they can report and analyze campaigns across participating DSPs. This helps them identify trends, find optimization opportunities and have more informed discussions with publishers about spend commitments.
We also provide agencies powerful discovery, forecasting and packaging capabilities across all participating DSPs in one central location. For instance, agencies can negotiate directly with publishers to create a single deal ID that works across all their buying platforms — currently available for Preferred Deals and Private Auctions via Display & Video 360 and Yahoo, with support for Programmatic Guaranteed and other DSPs coming in the months ahead.
As Chandra Cirulnick, VP, Global Supply Partnerships at Yahoo DSP, notes, “Yahoo is continuously looking for ways to better adapt and support our agency partners. We’re happy to integrate Google’s agency solutions to make it easier for agencies to purchase publisher inventory when transacting through our DSP.”
We’re continually exploring ways to better support the agency-publisher relationship. Agencies can learn how to enhance curation, streamline workflows and gain greater access to data by speaking with their Google representative. Stay tuned for more updates.
