Direct sales played their role in advertising for quite some time before it became apparent that users needed more sophisticated ad solutions. While the current focus of the AdTech industry at large is on private marketplaces, programmatic curation is becoming more prevalent. This is logical considering how such deals provide improved transparency, advanced context/audience refinement, and access to the selected inventory.
Because of the benefits, some leading custom deals Ad Tech players offer curated packages. By analyzing the current offers, we decided to focus on 5 providers based on the following criteria:
- Experience in the AdTech industry
- Coverage of all the main programmatic ad channels
- Decent level of curated deals’ flexibility
- IAB Taxonomy support
- Ease of communication and quality of customer support
- How simple a platform is to use
Read on to learn about the best curated deals supply-side platforms pioneering in the ever-changing advertising industry.
TeqBlaze
We begin our guide on curated deals Ad Tech agencies with a renowned name in the industry, TeqBlaze, which continues to implement innovations to optimize users’ revenue and make advertising simpler.
Operating under a white-label model, the programmatic agency has launched a new Curated Deals service powered by a trusted third-party platform. The feature offers publishers a method of creating precise, high-signal offers for the buyers. What makes these superior ad deals from TeqBlaze special is their heavy emphasis on audience and contextual signals.
Implementing one’s own or partner inventory, users may turn to TeqBlaze to create each curated deal. It’s possible to effortlessly choose from the IAB-certified categories for content (finance, gaming, etc.) and specific audience segments. The latter is achieved due to integration with carefully chosen DMPs. Thanks to the embedding of these parameters in bid requests, TeqBlaze’s Curated Deals provide unparalleled information on what buyers are purchasing.
A top programmatic partner for curated deals campaigns, TeqBlaze offers deals built with performance in mind. They will help you achieve transparency and flexibility in ad campaigns.
Microsoft Advertising
Another one of the curated deals Ad Tech providers is Microsoft Advertising. Relying on Xandr’s technological infrastructure, Microsoft Curate is all about giving ad buyers and agencies access to managing and creating curated deals.
When choosing to work with Microsoft Curate, you can be specific in requests. It is possible to carefully select inventory types as well as other parameters, such as ad formats and audience segments. Besides, you have the opportunity to adjust curated deals based on your ad campaign goals, thanks to Microsoft Advertising’s margin control and varied pricing options.
As one of the top curated deals AdTech platforms, the service works particularly well for advertisers and agencies working on a larger scale. They also provide white-label support so that a company can build marketplaces using its own brand name.
SmartyAds
SmartyAds should be listed among the best curated deals DSP platforms thanks to the team’s approach to effective programmatic advertising and a focus on media-rich solutions.
When it comes to the agency’s approach to curated deals, you will find various pre-packaged options to choose from. Such deals are crafted together with reputable direct publishers, so you can be confident that the ad placement will live up to your expectations.
The available curated deals are divided by ad formats, occasions, seasons, themed categories, and so on. For example, to get gaming-oriented campaign results, you can select an In-Game deal from the company’s selection. This option allows users to skip manual inventory selection, offering benefits like time savings, but it comes with reduced control.
LocalFactor
Another one of the top curated deals AdTech companies is LocalFactor. This platform, with an experienced team, provides premium inventory options across all the different channels, such as display, video, CTV, native, and more.
As an advertiser working with LocalFactor, you can discuss your campaign goals with the experts and get a consultation on what inventory lists and audience segments will work well for you. After that, you will get the Deal ID, which can be used in various DSPs. The stand-out feature of LocalFactor is its Geo-Graph tool. It is all about focusing on audience segments based on locations. Overall, the agency puts an emphasis on data-rich deals that can be accessed quickly.
Colossus SSP
Are you still looking for the best curated deals SSP platforms? In this case, consider Colossus SSP as your provider. With the help of their specialists, you can ensure that you hit the mark when it comes to your ad campaign ROI.
As is not uncommon in the AdTech industry, this agency is focused on ready-to-go Deal IDs that users can choose for different sectors, such as sports, finance, health, etc. There is currently an abundance of package options to choose from: travel, alcohol, sports fans, etc. This gives you the idea of the concept, but you can contact the experts so that Colossus SSP curates one for your specific needs.
As a buyer, you can benefit from matches with precise audiences and validation of traffic. With Colossus SSP, support is available for all the crucial ad formats, such as video, CTV, and display.
Final Thoughts
Curated deals offer an unmatched level of control over your advertising and will likely shape media buying in the upcoming years. Without replacing the widely used PMPs, this innovative service gives advertisers stronger tools and a better level of seller/buyer collaboration.
The top curated deals AdTech development companies we chose for this article understand the value of such deals and are dedicated to helping users achieve impressive results in advertising. You can decide whether you need a pre-packaged deal or you want to create one using your own inventory.
