Stagwell is moving to wrest control of ad-inventory curation from DSP and SSP marketplaces and bring it in-house. The holding company is set to launch Stagwell Curate, an AI platform that pulls curated CTV, online video, display and audio ad inventory from publishers and adtech partners into its own central reservoir, Digiday has learned.
According to Matt Adams, global CEO of Stagwell Media Platform, it’s an attempt to reduce the company’s reliance on “ubiquitous” marketplace solutions like The Trade Desk’s OpenPath.
“This isn’t just using an off-the-shelf package provided by an SSP or within a DSP’s environment. This is about the curation of a bespoke inventory package,” said Adams.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.