Beyond the Buzz: Understanding how the next era of curation is reshaping advertising performance

Don’t be distracted by the debates. Curation is here to stay, and the next wave is all about harnessing its strategic advantage to improve outcomes and get ahead of the competition.

In today’s landscape, publishers are unable to effectively monetize vast swathes of their inventory, while advertisers struggle with the diminished reach and inefficiency of targeting a shrinking, fragmented audience. Curation, at its heart, offers a smarter approach to transcending this signal loss.

To explore what this means in practice, we recently gathered some of the top leaders at Cannes who are guiding the future of advertising. A special thank you to our co-sponsors, Multilocal for shaping this important conversation.

In the panel moderated by Multilocal CEO James Leaver, you’ll hear from experts from The Guardian US, Deliveroo, and Index Exchange as they share crucial insights on what’s currently driving the most significant impact, where the smartest curation investments are headed, and where the winners and losers are likely to emerge.

As Permutive CEO and co-founder Joe Root has noted, this new paradigm of data collaboration and curation is already proving its worth, with campaigns on the Open Internet performing on par with, or even above, what they typically achieve on walled gardens. How? By effectively harnessing first-party data from publishers alongside all addressable audience signals. When advertisers operate this way, they see huge uplifts in reach and, more importantly, significant improvements in outcomes.

Ready to learn how to put these strategies into practice? Check out the full panel discussion now, and get in touch today with a Permutive expert to learn how we can help you drive revenue and achieve incremental outcomes.