Media Buying × Advanced Curation
A case study in speed, precision, and margin-maximizing programmatic deal execution — how Advanced Curation delivered 12 deal IDs across 4 SSPs in under 10 minutes.
The Challenge
The agency media buying team was running up against a familiar frustration: slow deal ID turnaround times, unreliable SSP access, and a lack of hands-on targeting control. With three campaigns launching in quick succession, the stakes were high and the margin for error was slim.
Speed
Long wait times for deal IDs were creating bottlenecks before campaigns could even launch.
Precision
Each advertiser required a unique, approved list of CTV apps — no generic inventory would do.
Control
The team needed the flexibility to make mid-flight targeting adjustments without relying on third parties.
Value
Competitive CPMs from reputable SSPs were essential to protecting client margins.
The Problem in Plain Terms
Three advertisers. Four SSPs each. Unique CTV app lists per brand. Campaigns staggered but launching fast. The traditional deal ID process — manual, slow, dependent on SSP response times — simply wasn't built for this kind of velocity.
The agency needed deal IDs that could keep pace with their campaign calendar — not hold it hostage.
The Solution: Advanced Curation
Advanced Curation's self-serve platform gave the agency team the infrastructure to move fast without sacrificing precision. Instead of waiting days for deal IDs to be created and trafficked, the buyer took full ownership of the process.
The platform's intuitive workflow collapsed what typically takes days into a matter of minutes — without compromising the quality of inventory or the integrity of brand-safe targeting.
By the Numbers
12
Deal IDs Created
3 advertisers × 4 SSPs, each with a custom CTV app list
<10
Minutes to Build
All 12 deal IDs created end-to-end on a single platform session
<1hr
Time to Activation
Deals delivered directly to the DSP seat and ready for trafficking
4
Reputable SSPs
Direct publisher access with no intermediary markup
CTV Targeting, Fully Owned
Each of the agency's three advertisers had distinct brand safety requirements and content preferences for CTV. Advanced Curation allowed the buyer to build a unique approved app list for each deal ID — ensuring that no campaign ran against inventory the client hadn't explicitly sanctioned.
When performance data warranted adjustments mid-flight, the team didn't need to submit a support ticket or wait for an account manager. Changes were made directly within the platform, in real time, preserving campaign momentum and advertiser trust.
Mid-flight targeting control is a cornerstone of Advanced Curation's value proposition — buyers stay in the driver's seat throughout the campaign lifecycle.
Why This Deal Structure Worked
Velocity Without Compromise
12 deal IDs in under 10 minutes meant campaigns launched on schedule, not whenever the SSP got back to them.
Direct Publisher Access
Reputable SSPs ensured inventory came directly from known publishers — not resellers or aggregators.
Near-Market-Rate CPMs
Advanced Curation's minimal tech fee kept CPMs competitive, protecting the agency's margins on every impression.
The Competitive Advantage: Low Fees
Advanced Curation's Approach
Advanced Curation sets an extremely low tech fee on deal IDs, enabling buyers to access premium CTV inventory at near-market-rate pricing. This is a deliberate design choice — the platform is built to empower buyers, not extract margin from them.
- Minimal fee layering on deal IDs
- Buyers retain margin to pass savings to clients or reinvest
- Transparent pricing aligned with buyer success
The Alternative
Traditional deal ID workflows often involve multiple intermediaries, each adding a layer of markup before inventory reaches the buyer. For CTV — already a premium environment — these fees compound quickly and erode campaign ROI before a single impression runs.
- Slow manual deal creation
- Multiple fee layers inflate CPMs
- Limited mid-flight flexibility
- Dependency on SSP response cycles
What The Agency Got
Advanced Curation delivered against every requirement the agency brought to the table — and set the standard for how CTV deal execution should work at scale.
Speed
From brief to live deals in under an hour — including DSP seat delivery
Precision Targeting
Custom CTV app lists per advertiser, built and managed by the buyer
Reputable Inventory
4 vetted SSPs providing direct access to premium publisher supply
Fair CPMs
Near-market-rate pricing with minimal tech fees preserving agency margins
Mid-Flight Control
Real-time targeting adjustments without submitting requests or waiting on support
The Takeaway
Advanced Curation gave the agency exactly what a modern media buyer needs: the speed of self-serve, the quality of premium inventory, and the economics to make it all worth doing.
For agencies managing multiple advertisers with unique CTV requirements, Advanced Curation's platform eliminates the traditional tradeoff between speed and control. Deals are created in minutes, sent directly to the DSP seat, and built on a fee structure designed to maximize buyer value — not platform revenue.
Self-Serve Deal Creation
No waiting, no tickets — build and deploy deals on your own timeline
Premium CTV Supply
Direct access to reputable publishers through established SSP partnerships
Scalable Execution
12 deal IDs across 3 advertisers and 4 SSPs — built in under 10 minutes
Ready to Transform Your CTV Buys?
You've seen how Advanced Curation empowers agencies to gain unparalleled speed, control, and cost efficiency in CTV media buying. Eliminate the bottlenecks of traditional deal ID workflows and take full ownership of your campaign execution.
Discover firsthand how our self-serve platform can streamline your operations, protect your margins, and deliver superior results for your clients. A personalized demo will showcase the intuitive interface and powerful features that make this possible.