A report from Xandr and IAB reflects buyers' intention to improve their audience profile and differentiate themselves fr

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Xandr , AT&T's forward-thinking company, in collaboration with Interactive Advertising Bureau Europe (known by its acronym IAB ), has published the report “Demystifying Curated Marketplaces: A Buyer’s Guide to Driving Effective Media Buying Strategies” . The report also includes the results of a regional survey of curated marketplaces in Europe for industry players. The report has allowed Xandr’s team of experts to explore the key opportunities and challenges of curated marketplaces, as well as their future within the current identity and connected TV landscape.

The report breaks down in-depth aspects of curated marketplaces and how buyers can help solve the current challenges of the programmatic landscape . In fact, according to the report, 32% of respondents number data stated that their main goal is to differentiate themselves from the competition, while 30% stated that they want to improve transparency in the ecosystem. With the identity landscape constantly changing, including by major browser owners, and with third-party cookies on the way out, the survey also highlights how media buyers plan to use alternative identity solutions. In fact, 60% of respondents acknowledge that they intend to leverage first-party data, so that marketplaces can package open market inventory from multiple sellers into Private Marketplaces (PMPs) to give brands access to publishers’ first-party data at scale.