“Access to high-quality audience data through supply-side targeting is critical to effective programmatic curation, as it ensures campaigns deliver performance, relevance, and scale while minimizing waste. Without audience data, curation can still filter by format, domain, or context, but it lacks precision and relies on guesswork for relevance. Ultimately, this type of baseline curation targets impressions rather than people, limiting its overall effectiveness.” \u2014 Mitchell Greenway, APAC Managing Director at OpenX<\/p>\n\n\n\n