Sell-side curation changed how publishers approach inventory. It formalized packaging, clarified value, and introduced a more deliberate merchandising model.

And it worked.

But as curated offerings expand, the mechanics underneath them become harder to ignore. Defining differentiated supply is one challenge. Structuring that supply so it can be discovered, evaluated, and transacted on consistently is another.

The shift from curation to ad product design is subtle, but consequential.

This piece explores what that evolution requires. Read more below.