Ad curation involves selectively packaging ad inventory to enhance targeting and efficiency in advertising, primarily through curated marketplaces and private deals. Its rise is driven by privacy regulations, demand for transparency, and technological advancements, while offering benefits such as improved targeting, brand safety, and operational efficiency. However, challenges like complexity, cost, and compliance risks must be navigated by marketers when utilizing curated inventory.

The article discusses the increasing use of AI in advertising targeting, exploring how it has evolved from basic demographic targeting to advanced techniques utilizing military-grade analytics and fingerprinting. It highlights concerns about consumer privacy, the blurred lines between marketing and data exploitation, and the potential consequences of these practices on the perceived value exchange between consumers and advertisers.