Google is getting in on the latest ad tech craze: curation

The ad tech showdown over “curation” may fizzle out before it even sparks: Google is now in the mix.

Yesterday, Google Ad Manager unveiled a series of new curation services involving a raft of partnerships, tacitly acknowledging the strategic significance posed by the latest buzzword in ad tech.

“This is an important step for the open web because of how much ad inventory is transacted via Google’s pipes,” said Joe Root, CEO of Permutive, one of the ad tech companies working with Google to bring its vision of curation to life.

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