{"id":1530,"date":"2026-09-18T13:16:50","date_gmt":"2026-09-18T13:16:50","guid":{"rendered":"https:\/\/newormedia.com\/blog\/?p=1530"},"modified":"2026-09-18T13:16:50","modified_gmt":"2026-09-18T13:16:50","slug":"curated-programmatic-deals","status":"publish","type":"post","link":"https:\/\/newormedia.com\/blog\/curated-programmatic-deals\/","title":{"rendered":"Curated Programmatic Deals (PMPs): How Publishers Can Capture 2x to 4x CPM in 2026"},"content":{"rendered":"<h2>Key Takeaways<\/h2>\n<ul>\n<li><strong>PMP and curated deals can deliver 2x to 4x open-exchange CPM. <\/strong>The premium comes from offering vetted inventory to brand buyers at a negotiated floor rather than competing in the open auction.<\/li>\n<li><strong>The open exchange is no longer where most programmatic happens. <\/strong>Analysis of 1.5 billion bid requests found only 18.6 percent were pure open auction, while multi-seller curated deals accounted for 73 percent.<\/li>\n<li><strong>Only about 36 cents of each programmatic dollar survives the chain. <\/strong>Curated deals reduce waste by pre-vetting inventory before the auction rather than filtering it afterward.<\/li>\n<li><strong>Curation fees vary widely and are often invisible to both sides. <\/strong>Roughly a third of curated deal IDs carry a margin-based markup, with a median take rate around 14 percent.<\/li>\n<li><strong>Publishers are frequently opted into curated deals without being told. <\/strong>Some learn only when a revenue-share statement arrives, with limited control over the floors protecting their premium inventory.<\/li>\n<li><strong>For smaller publishers, access usually comes through a managed partner. <\/strong>Individual PMP negotiation is impractical below a certain scale, so the practical route is a network that already holds buyer relationships.<\/li>\n<\/ul>\n<p>Thirty-six cents. According to ANA research <a href=\"https:\/\/www.marketingdive.com\/news\/ana-programmatic-advertising-report-MFA-crackdown\/701705\/\">reported by Marketing Dive<\/a>, that is roughly how much of every programmatic dollar entering a demand-side platform actually reaches the end of the chain. The rest disappears into tech fees, redundant intermediaries, and low-value inventory. Curated deals are the industry&#8217;s attempt to fix that math, and for publishers they can mean meaningfully higher CPMs on the same traffic.<\/p>\n<p>There is a catch that most coverage skips, because most coverage is written for advertisers. Curation has already become the default way programmatic is bought, and many publishers are inside curated deals right now without having agreed to anything. This guide explains what curated deals actually are, where the 2x to 4x CPM figure comes from, and what a small or mid-size publisher should be asking their monetisation partner about them.<\/p>\n<h2>What Curated Programmatic Deals Mean for Publishers<\/h2>\n<p>A private marketplace, or PMP, in its original form is straightforward: you offer a defined pool of your inventory to a short list of invited buyers at agreed terms, transacted through a deal ID. It is direct, high quality, and narrow, because each deal is a relationship somebody negotiated by hand. That is why PMPs stayed a minority tactic for years.<\/p>\n<p>Curated deals extended that model. A curator, usually a supply-side platform or a data specialist, assembles a package of pre-vetted inventory pulled from many publishers at once, attaches an audience or contextual data layer, applies brand safety and fraud filtering, and hands the buyer a single deal ID. The buyer drops it into their DSP like any other deal. The important structural change is that quality filtering now happens before the auction instead of after it, which is exactly what makes the inventory worth more. If the distinction between deal types is still fuzzy, our explainer on <a href=\"https:\/\/newormedia.com\/blog\/programmatic-guaranteed-vs-pmp\/\">programmatic guaranteed versus PMP<\/a> breaks down how each deal type prices and delivers.<\/p>\n<h2>Where the 2x to 4x CPM Figure Comes From<\/h2>\n<p>The headline number publishers keep seeing is real but conditional. <a href=\"https:\/\/www.publift.com\/blog\/curated-programmatic-deals-higher-cpm\">Publift&#8217;s analysis of curated deals<\/a> puts PMP CPMs at two to four times open-exchange rates, on the basis that brand advertisers will pay a premium for vetted inventory at a negotiated floor rather than bidding blind into an auction full of made-for-advertising sites and bot traffic. The uplift is not magic. It is the price difference between inventory a buyer has to police themselves and inventory that arrives pre-cleared.<\/p>\n<p>Two conditions attach. First, the premium applies to the inventory inside the deal, not your whole site, so the blended effect on total RPM depends on what share of your impressions actually transact through curated deals. Second, brand buyers are paying for audience and context, which means the data attached to your inventory determines whether you qualify for the higher-value packages at all.<\/p>\n<h2>Curation Is Already the Default, Whether You Opted In or Not<\/h2>\n<p>This is the part written out of most publisher-facing coverage. <a href=\"https:\/\/perform.digital\/blogs\/programmatic-curation\/\">Jounce Media&#8217;s analysis of 1.5 billion bid requests across 44 exchanges<\/a> found that only 18.6 percent were pure open auction. Multi-seller curated deals made up 73 percent, and the average bid request now carries 3.5 different deal IDs. Traditional single-publisher PMPs were just 8.7 percent. Curation is not an opportunity waiting to be adopted; it is how programmatic already works.<\/p>\n<p>For publishers that creates two problems worth naming. Fees are frequently opaque: roughly a third of curated deal IDs apply a margin-based markup with a median take rate near 14 percent, and a small share use static pricing where margins can exceed 50 percent. Control is the other issue. Publishers have publicly complained about being automatically opted into curated deals without notice, sometimes discovering it only when a revenue-share email arrives, with limited ability to set the floors that protect their premium inventory. Some industry voices argue sell-side curation fees are simply the familiar ad tech tax relocated rather than removed.<\/p>\n<h2>How Smaller Publishers Actually Get Access to Curated Programmatic Deals<\/h2>\n<p>Most guidance on PMPs assumes you have an ad sales team. Advice to set up one deal per vertical is typically aimed at publishers above 500,000 monthly pageviews, because negotiating and maintaining individual buyer relationships takes headcount that smaller publishers do not have. Below that scale, direct negotiation is not a realistic path.<\/p>\n<p>The practical route is a managed network that already holds those buyer relationships and can place your inventory into existing curated deals and private auctions. That is part of what <a href=\"https:\/\/newormedia.com\">Newor Media&#8217;s managed header bidding<\/a> handles on a publisher&#8217;s behalf: deal access, floor price management across demand sources, and the ad operations work of keeping those paths configured. Our <a href=\"https:\/\/newormedia.com\/blog\/header-bidding\/\">guide to header bidding<\/a> covers the auction mechanics that sit underneath any deal-based strategy.<\/p>\n<h2>What to Do Next: Three Questions and One Asset<\/h2>\n<h3>Ask which deals your inventory is already in<\/h3>\n<p>Given that curated deals account for the majority of bid requests, the honest starting assumption is that some of your inventory already transacts this way. Ask your monetisation partner for a list of the curated deals and private auctions your inventory participates in, and whether you can opt out of any of them.<\/p>\n<h3>Ask what the fee is, as a number<\/h3>\n<p>Curation adds an intermediary, and intermediaries charge. A partner who can state the take rate on deal-based revenue as a specific figure is giving you the information you need to judge whether the CPM premium survives the fee. A partner who cannot is asking you to take the uplift on faith. This is a fair question to put to any network, including <a href=\"https:\/\/newormedia.com\">Newor Media<\/a>, and the answer you get tells you how the relationship will run.<\/p>\n<h3>Ask who controls your floors<\/h3>\n<p>Floor prices are the mechanism that stops premium inventory clearing at open-exchange rates inside a curated package. Confirm who sets them, how often they are reviewed, and whether you have input. Alongside that, the one asset genuinely worth building is your own audience data, since curated deals are priced on audience and context: our <a href=\"https:\/\/newormedia.com\/blog\/first-party-data-strategy-for-publishers\/\">first-party data strategy guide<\/a> covers how to start collecting data that makes your inventory eligible for higher-value packages. Still deciding which deal type fits your inventory? Read <a href=\"https:\/\/newormedia.com\/blog\/programmatic-guaranteed-vs-pmp\/\">Newor Media&#8217;s guide to programmatic guaranteed vs PMP deals<\/a>.<\/p>\n<h2>Frequently Asked Questions<\/h2>\n<h3>What are curated programmatic deals?<\/h3>\n<p>A curated deal refers to a collection of inventory that has already been verified in advance and is sourced from several publishers, after which a data layer, and certain quality control measures are added prior to the sale. The process is accomplished by a curator, who is a data expert or supply-side platform, who will prepare the bundle and are required to provide a deal ID to the buyer in order for them to process the deal in their DSP account. The most important distinction from the open exchange is that brand safety, viewability filtering, and fraud checks are performed prior to the auction not after.<\/p>\n<ul>\n<li>An ordinary PMP is based on the inventory of one publisher whereas a curated PMP is based on the inventory of multiple publishers.<\/li>\n<li>Clients can activate curated deals with the use of a deal ID, which makes it look like a regular item from the trading desk perspective.<\/li>\n<\/ul>\n<h3>Do PMP deals really pay 2x to 4x open-exchange CPM?<\/h3>\n<p>This nomenclature is widely used and shows what advertisers are going to pay for reputable ad inventory in floor terms and that is because they see it as a more advantageous option for their advertisements than the auction format. There are two important points, however. The better price applies only to the impressions placed in the deal, therefore the more impressions you have processed in the deal, the better your overall RPM becomes. It also should be taken into consideration that to enjoy the higher price, special audience and contextual data must be presented, not only the quality of the content.<\/p>\n<ul>\n<li>Rate the effectiveness of the deal based on blended RPM for all your ads, and not only based on the deal CPM.<\/li>\n<li>All potential curation fees will be deducted from the premium, therefore it is crucial to know this rate in advance.<\/li>\n<\/ul>\n<h3>Am I already in curated deals without knowing?<\/h3>\n<p>It is likely. A study of 1.5 billion bid requests determined that curated deals comprised 73 percent of bids, versus 18.6 percent for pure open auction. Publishers have admitted to being put into curated deals automatically, with some only realizing they had been opted in after they received a statement of revenues. Asking your monetisation partner for a list of deals you are in is reasonable and it should be able to respond.<\/p>\n<ul>\n<li>Request the deals from your monetising partner and ask if you can opt out of some specific packages.<\/li>\n<li>Check if your floors are applicable to those deals or just to the open auction.<\/li>\n<\/ul>\n<h3>What do curated deals cost a publisher?<\/h3>\n<p>There are differences in fee structure, and moreover, it is not clearly communicated. Research suggests that half of all curated deals have no additional fees apart from regular exchange fees. A third of dealings have a margin markup, while about 10% have a fixed cost per mille. There are different parameters of fee rates in curated deals, with some experts claiming that sell-side curation fees are just rebranded ad tech tax.<\/p>\n<ul>\n<li>My request is to specify the fee percentage in the deal-based revenue instead of telling me generally that there are fees.<\/li>\n<li>Compare revenue you obtain per thousand impressions, taking into consideration certain fees, with the revenue you get from the open exchange deal.<\/li>\n<\/ul>\n<h3>Can a small publisher set up PMP deals directly?<\/h3>\n<p>In realism, no. The existing guidance that indicates that a company ought to run only one PMP per vertical applies to only those publishers that have, at least, 500,000 monthly page views. This is because the process of negotiating with buyers and managing those relationships requires the presence of a sales staff. For those companies below that level, access to buyers is achieved through managed networks which already have those relationships and can place the inventory into existing deals and private auctions.<\/p>\n<ul>\n<li>Ask your partners which private auctions or curated deals they are able to give you access to.<\/li>\n<li>Use first-party audience data to improve your ability to qualify for packages at any level.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways PMP and curated deals can deliver 2x to 4x open-exchange CPM. The premium comes from offering vetted inventory to brand buyers at a negotiated floor rather than competing in the open auction. The open exchange is no longer<a class=\"more-link\" href=\"https:\/\/newormedia.com\/blog\/curated-programmatic-deals\/\">Read more&#8230;<\/a><\/p>\n","protected":false},"author":9,"featured_media":1531,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Curated Programmatic Deals: What Publishers Need to Know<\/title>\n<meta name=\"description\" content=\"Curated deals already make up 73% of bid requests, and many publishers are in them without knowing. Here&#039;s what they are and what to ask your ad partner.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newormedia.com\/blog\/curated-programmatic-deals\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Curated Programmatic Deals: What Publishers Need to Know\" \/>\n<meta property=\"og:description\" content=\"Curated deals already make up 73% of bid requests, and many publishers are in them without knowing. 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