A look at the publisher quandary over ad curation

Publishers are conflicted about curation — the not-new but en vogue practice of selectively packaging ad inventory from the open market.

On the one hand, they see the upside: it promises to boost revenue from impressions that would have otherwise been sold cheap or not all.

On the other hand, there’s skepticism that it’s merely a new way for intermediaries to siphon off their hard-earned ad dollars. 

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