Butler/Till's Scott Ensign on Harnessing Curation for Quality-Driven Advertising

As Curation continues to make waves in ad tech, ExchangeWire caught up Butler/Till’s chief strategy officer, Scott Ensign, who examines Curation’s ability to marry programmatic efficiency with quality assurance. Scott highlights how the decline of third-party cookies is reshaping data strategies, particularly in industries like pharmaceuticals and finance, and discusses emerging trends that are set to redefine the future of advertising. How can curation prove to be an effective tool in ensuring ads sit near quality content? Quality has long been a significant concern in the industry for various reasons. Concerns include brand safety, ad fraud, and brand suitability, among others. These issues become particularly challenging in contexts like programmatic advertising on the open web. The Association of National Advertisers (ANA) publications highlight concerns regarding the types of content that advertisements appear alongside, particularly on advertising sites. This is where curation becomes a valuable tool. It provides the advantages […]

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