Partnership brings together Sovrn’s cross-channel supply and commerce signals with Multilocal’s curation expertise and cureon®, its proprietary curation intelligence engine, to create more intelligent, scalable opportunities for buyers.
Sovrn, a publisher technology and data company, and Multilocal, a technology company specializing in curation intelligence, announced a partnership to scale curation across the Sovrn Ad Exchange.
Through the partnership, Multilocal’s proprietary curation intelligence engine, cureon®, will support planning, activation, and optimization of private marketplace (PMP) deals on Sovrn’s exchange. The collaboration combines Sovrn’s supply, data, and commerce signals with Multilocal’s curation intelligence and expertise to expand Sovrn’s curation offering while creating more relevant and effective opportunities for buyers.
Sovrn reaches more than 500 million consumers daily across websites, mobile apps, and CTV. Its commerce business adds consumer purchase and intent signals from activity across more than 50,000 retailers, giving buyers a view of detailed purchase behavior that media signals alone do not provide. Together, the companies will put these assets to work, using curation intelligence to translate them into curated deals buyers can activate.
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cureon® by Multilocal will act as an intelligence and enabling layer, supporting decisions around how data, supply and signals are combined, translating those decisions into curated deals and continuously optimizing them based on performance.
Chris George, President at Sovrn, said, “Sovrn is built on the connection between the media people consume and what they buy. Curation is how that connection reaches buyers at scale, and Multilocal gives us the intelligence to apply it deal by deal. That is what makes curation perform, and it puts more demand behind the publishers on our exchange.”
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Zach Rosen, SVP Global Business Development & Partnerships at Multilocal, added, “Curation is increasingly about bringing together differentiated data, supply, and intelligence and making those decisions actionable. Sovrn has built significant strengths across both advertising and commerce, and this partnership brings those assets together with cureon® and our curation expertise to create something genuinely differentiated for buyers.”
The partnership reflects a broader evolution in programmatic advertising, as curation moves beyond deal creation toward using data, supply, and signals to inform better decisions before the first bid is placed, make those decisions actionable through curation, and continuously improve performance once campaigns are live.
