Glossary/Programmatic/Curation
What is curation in programmatic advertising?
How programmatic curation works, who curates, and how publishers can benefit.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readHow it works
Select inventory
Sites and placements that fit a goal.
Add data
Audiences, context or quality signals.
Package a deal
One deal ID for the buyer.
Share revenue
The curator takes a fee.
Who curates
| Curator | Example |
|---|---|
| SSPs | Curation tools in the sell-side platform |
| Data companies | Audience-based packages |
| Publishers | Their own audiences across brands |
| Agencies | Packages for their clients |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Curate your own data
When others curate your inventory with their data, they take part of the value. Publishers who package their own audiences keep it.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
A curated deal often runs as a PMP, but it can combine many publishers.
It can bring demand, but check fees and who controls the data.
Usually a share taken from the media spend.
Yes, especially groups with several brands.
Related terms
Invite-only auctions for premium inventory.
The code that ties a buyer to a specific programmatic deal.
The software publishers use to sell impressions.
Buyers choosing the shortest, cleanest route to inventory.
Samhub audiences let you set higher floors and win more data deals, in every channel you sell.
- A walkthrough with your own data
- Built for publishers and media houses
- 30 minutes, no commitment
Turn your audience data into more revenue
Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
