Why "Scale" is no longer the metric that matters in 2026
The programmatic landscape is hitting a massive inflection point this month. With US programmatic spend projected to top $203 billion this year, the industry is finally admitting something we at Advanced Curation strongly believe:
Volume/QPS is a vanity metric; User-based intentionality is the ROI driver.
Recent news highlights three shifts that are redefining how we work:
1. The Rise of the "Agentic" Supply Chain
Automation has "grown up." We're seeing a shift from simple algorithmic bidding to agentic advertising. AI systems integrated into DSPs can plan and optimize in real-time.
But there's a catch! Without human-led curation, these agents risk spending on MFA (Made for Advertising) junk. Curation is the essential guardrail that ensures AI speed meets human-grade quality. Today, you absolutely must have a human in the loop.
2. Deal ID Spend is Outpacing the Open Exchange
Current data shows that advertisers are now spending twice as much on Deal IDs compared to the open exchange.
Why? Because in a world of AI-generated content clutter, "buying the internet" is a recipe for waste. Verified, curated supply isn't just a "safety" play anymore—it's a performance play.
3. Media Buyers: Your Superpower Just Got Stronger
For media buyers, this isn't just about avoiding MFA or SIVT; it's about reclaiming campaign performance. The days of sifting through massive bid logs and spreadsheets are fading.
- Pre-launch precision: Pinpoint high-performing inventory before the first dollar is spent.
- Dynamic adjustments: Use granular supply path insights to pivot in-flight.
- Strategic value: Spend less time on broad targeting and more time on actual business outcomes.
The Bottom Line
At Advanced Curation, we believe 2026 is the year we stop asking "Can we find an ID?" and start asking "Are we reaching the right audience in the right environment?"
The open web is regaining its edge, but only for those who know how to filter the signals from the noise.