Stagwell debuts digital ad hub

Stagwell Curate uses AI to evaluate advertising inventory before it reaches the bidding stage

Stagwell has introduced Stagwell Curate, a centralized deal marketplace and inventory curation platform designed to give advertisers access to pre-vetted digital advertising inventory across connected TV, online video, display and audio.

The platform forms part of the Stagwell Media Platform and is intended to strengthen the company's programmatic advertising capabilities by consolidating preferred supply relationships into a single marketplace while allowing brands to build customised inventory packages.

Platform focuses on supply-side curation

Stagwell Curate uses AI to evaluate advertising inventory before it reaches the bidding stage, applying quality standards and performance signals to identify inventory across multiple digital channels.

The platform includes an always-on marketplace featuring pre-vetted inventory, alongside bespoke curation tools that enable advertisers and agencies to create deal packages based on audience segments, contextual signals, campaign objectives or sustainability goals.

Matt Adams, Global CEO, Stagwell Media Platform: "For years, programmatic innovation has focused on optimizing the bid. As DSP capabilities converge and platforms push buyers toward their own marketplaces, differentiation shifts to supply. Stagwell Curate puts our intelligence above the DSP – allowing us to take a point of view on supply quality, stand behind it with data, and connect it directly to outcomes for clients."

Platform integrates with media buying tools

Stagwell said its recently introduced Media Machine buying agents will connect directly to Stagwell Curate, providing agency teams with access to preferred publisher relationships, private marketplace deals and negotiated pricing when sourcing inventory.

The platform also integrates with partners including FreeWheel and Magnite to provide access to publisher inventory across streaming, video, web and audio. Inventory is assessed using log-level data and supply quality models powered by The Trade Desk's Sincera technology.

Curate complements existing media tools

According to Stagwell, the platform expands access to premium advertising inventory that may not be available through bidder-side optimisation alone by evaluating supply closer to the publisher.

Stagwell Curate is available immediately to clients across the company's agency network without requiring a change to their existing demand-side platform. It operates alongside Stagwell Control, the company's brand safety and media quality solution, as part of the Stagwell Supply Product Suite.

www.stagwellglobal.com

Follow Marketing Report on LinkedIn