Google’s curation tool and streamlined programmatic workflows, aim to simplify media buying by enhancing inventory discovery and performance tracking.

Google introduced a suite of new features within Google Ad Manager to streamline media buying for agencies, including a new “curation” tool and enhancements to programmatic buying workflows.

How it works:

• Curation: Allows agencies to easily discover and activate curated inventory packages and data segments from trusted partners
• Streamlined payments: Google handles billing for data providers and inventory sources, eliminating the need for separate invoices
• Unified reporting: Agencies gain a centralized view of performance data across participating demand-side platforms (DSPs)
• Simplified deal negotiations: Agencies can create single deal IDs that work across multiple DSPs

Why we care. These new capabilities aim to simplify the process of discovering, activating and managing publisher inventory and audience data for agencies, helping to deliver greater value for your advertising clients.

What they’re saying. “Curation helps brands and agencies achieve better connectivity and signal, accelerating the adoption of cutting-edge solutions that drive results across display, CTV and beyond,” said Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp.

Big picture. These enhancements aim to help agencies navigate the fragmented digital advertising landscape, especially in emerging areas like connected TV.

What to watch. Whether Google’s growing suite of agency-focused tools can help it maintain dominance in the media buying ecosystem.