Glossary
Curated marketplace
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A curated marketplace is a set of deals in which a curator, such as an SSP, data company or agency, picks inventory from many publishers, often adds data, and sells it under one deal ID.
A private marketplace usually covers one publisher. A curated marketplace spans many, so a buyer can reach a defined audience across hundreds of sites through one deal. Google Ad Manager calls its version Marketplace Packages: publisher-curated, auction-based packages listed on buyer marketplaces, either public to all buyers or exclusive to chosen bidders (Google Ad Manager Help, accessed 9 November 2026).
Standards are catching up. The IAB Tech Lab describes a curation framework built from four parts: curated audiences (formerly Seller Defined Audiences), taxonomies, data transparency standards and the SupplyChain object. It formed a Curation Framework Working Group on 16 December 2024 (PPC Land, 8 June 2025). Buyers still need to ask who the curator is, which domains are in the package and what fee the curator adds.
Example: Google added curation tools for agencies in Ad Manager on 4 November 2024. Agencies can subscribe to curated auction packages and add data segments from data providers through their Agency Seat; eight data providers were connected at launch, according to PPC Land (same source).
Related terms: curation, supply-side curation, demand-side curation, PMP, deal ID, SupplyChain object.