The Gap in Modern Curation: Connecting Impact and Orchestration

New Research from TripleLift

Curation is the Control Point for Outcomes. Not a Packaging Service.

We asked over 200 programmatic buyers across the U.S. and U.K. one question: is curation actually working? Nearly every buyer says it matters — but the gap between intent and execution tells a different story. This report breaks down where curation is falling short, what’s driving the disconnect, and what it takes to close the gap for good.

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WHAT’S INSIDE

The Gap is Real — and it’s Closable. Key Findings Include:

81% of buyers cite deal performance not meeting expectations as their top challenge hindering effective curation

60% of buyers do not know what they are paying for curation

55% of curation buyers believe AI and machine learning will have a significant or transformative impact on deal curation in the next 12–18 months

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Curation is only as valuable as the decisioning layer behind it.

TL Direct gives buyers instant, self-serve access to curated inventory at the source, powered by TL Spark, TripleLift’s agentic intelligence layer that connects supply, creative, and audiences into one outcome-driven system.