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Stop buying shitty media
If you’re a buyer who relies on open marketplace (OMP), you’re an idiot. The reality is you need to understand what apps/pubs you want to buy and how to access them. Publishers are moving away from OMP because the tech fees are high & the transparency is low. It’s time to start curating.
Curation might feel insurmountable, it isn’t -inclusion lists are straight forward. Pre-bid and post-bid tools aren’t expensive. Paying people to have time to do this is probably the most challenging bit.
‘Curating’ is a broad term, but really there are four use cases (see below).
My talented team drafted a whitepaper on the topic, which I highly recommend & can be downloaded here - https://theprogrammaticadvisory.com/resources/whitepapers/curation-a-buyers-guide/
Have tonnes going on at the moment. Lots of interesting news in the coming weeks!