I’m starting to see an emerging trend of curation being called a buzzword.

Well I think it’s the buzzword we need, until we start to see some real changes.

Digital media buying often loses sight of what media agencies' sole purpose once was, curation of quality media.

There are a lot of fascinating similarities between art and advertising.

Curation is one of them.

Compelling curation requires a blend of historical knowledge, audience insight, narrative skills, and logistical precision.

I took this from an article on art curation, but you could say the exact thing for media buying.

The artist and the advertiser often have very little control over what context, environment and company their artwork is viewed in.

Every curator works differently. Some take the necessary time and effort to show artwork at its best.

Others collate a riot of visual stimuli.

This completely strips away any potential impact. The content simply loses all effectiveness and leaves no lasting impression.

A good curator, as should a media buyer, has many considerations.

They should know their audience. They shouldn’t attempt to be all things to all people, and as a result, nothing to anyone.

This should shape the way information is presented, and the stories told.

Storytelling in curation is not just an added benefit. It’s the backbone of a memorable exhibition.

The narrative crafted by the curator guides visitors, giving context and meaning to the displayed works.

The environment itself is integral, space allocation must serve both display aesthetics and movement’s practicality. Attention to traffic flow is essential to avoid congestion, guiding viewers naturally from one piece to the next.

A harmonious environment that encourages contemplation and interaction needs to be created, allowing the narrative to unfold gracefully around the viewer.

Curators carefully select and sequence exhibits to build upon a theme, much like chapters in a book.

Each item is placed to contribute to the unfolding story, providing depth and building on the visitors’ understanding.

Good curators know where the work is being displayed, if anyone saw it and if anyone cared.

Maybe, as media buyers, there’s something we can take from this.

I won’t bore you with the details on how actual curation can be done in programmatic, people are working on this who are far smarter than me.

But ultimately for digital advertising to play its part alongside other channels, it needs to do what all media should do.

Deliver great content to the most appropriate audience at scale, in quality environments where advertising is actually seen.

It’s no secret that digital media buying has lost its way. Media agencies used to curate quality.

Now they optimise for quick wins.

The art of curation must make a comeback.