Agencies are vital players in the digital advertising ecosystem, bridging the gap between advertisers and the right audiences with precision and expertise. To support this, Google has introduced new curation capabilities in Ad Manager, aimed at helping agencies streamline workflows, enhance targeting, and improve collaboration with publishers. These tools reflect an industry-wide movement toward more efficient, transparent, and privacy-focused solutions—a shift also embodied by innovations like C Wire’s Buyer Pro.
Google’s Curation Capabilities: Simplifying Inventory Management
Reaching audiences across fragmented channels, particularly in Connected TV (CTV), is an ongoing challenge for agencies. Google’s curation tools tackle this complexity by offering:
- Curated inventory packages tailored to specific campaign goals.
- Seamless audience activation, enabling agencies to apply audience segments directly within their accounts.
- Simplified billing processes, with Google handling payments to data providers and inventory curators.
This approach gives agencies the ability to better forecast and optimize their campaigns while reducing operational hurdles. Similarly, C Wire’s Buyer Pro offers agencies the ability to create tailored programmatic deals across multiple publishers using AI-driven, cookieless targeting, empowering them to achieve precision and privacy simultaneously.
Driving Agency Success with Precision and Sustainability
Google’s tools emphasize the importance of precision targeting and efficiency, particularly in fragmented digital environments. By integrating audience segments and curated inventory into a single workflow, agencies can focus on delivering results. This aligns with C Wire’s Buyer Pro, which enables agencies to:
- Leverage contextual AI to identify and activate ideal inventory.
- Streamline operations by managing direct publisher deals through a unified platform.
- Increase delivery on cookieless contexts by moving targetings to the sell-side
