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The Gap in Modern Curation: Connecting Impact and Orchestration

Дата публикации: 16-06-2026 16:42:40

The post The Gap in Modern Curation: Connecting Impact and Orchestration appeared first on TripleLift.


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New Research from TripleLift

Curation is the Control Point for Outcomes. Not a Packaging Service.

We asked over 200 programmatic buyers across the U.S. and U.K. one question: is curation actually working? Nearly every buyer says it matters — but the gap between intent and execution tells a different story. This report breaks down where curation is falling short, what’s driving the disconnect, and what it takes to close the gap for good.

WHAT’S INSIDE

The Gap is Real — and it’s Closable. Key Findings Include:

  • 81% of buyers cite deal performance not meeting expectations as their top challenge hindering effective curation
  • 60% of buyers do not know what they are paying for curation
  • 55% of curation buyers believe AI and machine learning will have a significant or transformative impact on deal curation in the next 12–18 months

Curation is only as valuable as the decisioning layer behind it.

Download The Report

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