Trend 1 — Curation Becomes Default Infrastructure

What it is:
Instead of curation being an optional tactic, agencies will treat curated supply paths and controlled marketplaces as baseline infrastructure. This means curated paths become the default way media is bought programmatically for serious performance work.

How it affects the programmatic ninja:
You’ll start every campaign with curated paths in mind, private deals, pre-bid filters, verified supply, driving cleaner performance, fewer surprises, and more predictable budgets. I’m using our partners at GDB as an example!

Listen or watch episode 190 of the Programmatic Digest podcast where we dive into it in details!