Curation has its fair share of skeptics but Index Exchange CEO Andrew Casale isn’t one of them. He sees it as the biggest shake-up in programmatic advertising since header bidding — maybe even bigger.
In his view, curation’s impact could rival that of open RTB, not just header bidding. His reasoning: while header bidding was a technical shift, curation is fundamentally about economics.
“Curation will be bigger than header bidding and as big as programmatic or RTB — that’s our bet,” Casale said at the Prebid Ascent event in London yesterday (March 4).
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The original post is at Marketing Archives – Digiday
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