The Gap in Modern Curation: Connecting Impact and Orchestration

TripleLift research surveying over 200 programmatic buyers in the U.S. and U.K. finds a gap between curation intent and execution: 81% report deal performance falling short of expectations, 60% lack clarity on curation pricing, and 55% expect AI/machine learning to substantially impact deal curation within 12-18 months. The report argues curation is the control point for outcomes, not a packaging service.