Once publishers have been validated and supply paths have been cleaned through SPO, the next challenge for programmatic teams in APAC is no longer risk – it’s relevance.
Contextual curation is where clean supply is turned into something buyers can actually activate. Instead of asking “is this inventory safe?”, teams start asking “is this environment relevant to my brand, message and audience?”
In practice, contextual curation in APAC happens through two main routes: DSP-native contextual targeting and SSP-led contextual PMPs. This article focuses on how teams can use both approaches in real campaigns.
1. Contextual Targeting Inside the DSP
Most APAC buyers already have access to contextual targeting capabilities directly inside their DSP. This is often the fastest and most scalable way to activate context-based strategies across multiple markets.
Display & Video 360 (DV360)
DV360 offers built-in contextual targeting across web, video and CTV inventory. Buyers can activate campaigns using:
- Content categories
- Keyword-based contextual targeting
- URL or domain-level inclusion and exclusion
- Google’s contextual signals across YouTube and programmatic inventory
For APAC teams, DV360 contextual targeting is commonly used as a baseline approach – especially for regional campaigns that require consistency across markets.
The Trade Desk (TTD)
The Trade Desk provides contextual targeting options across display, video, audio and CTV inventory. Depending on seat access, buyers can leverage:
- Page- and app-level contextual signals
- Category-based targeting
- Custom contextual models and third-party integrations
TTD’s contextual tools are often used by APAC agencies looking to reduce reliance on cookies while maintaining control over scale and performance.
Limitations of DSP-only contextual targeting:
- Signals can be broad or black-boxed
- Limited visibility into specific supply paths
- Less control over publisher selection
This is where SSP-led curation becomes valuable.
2. Contextually Curated PMPs via SSPs
For buyers who want deeper cuts, cleaner environments and clearer narratives, contextual curation often happens on the supply side through SSP-led PMPs.
Instead of buyers applying contextual filters themselves, SSPs package validated inventory into curated deal IDs based on content environment, publisher quality and market relevance. This approach is particularly useful in APAC, where local publisher knowledge and language nuance matter.
Magnite
Magnite is one of the largest independent sell-side platforms globally, with a strong footprint across APAC in both open web and CTV. It works closely with premium publishers and broadcasters to package inventory into curated marketplaces that prioritise quality, transparency and clean supply paths.
For buyers in Southeast Asia, Magnite is often notable for its scale across video and CTV environments, as well as its ability to support curated access to local and regional premium content.
PubMatic
PubMatic is a long-established SSP known for its focus on publisher controls, supply quality and scalable infrastructure. In APAC, it works with a wide range of premium publishers across display and video, enabling curated marketplaces that balance reach with brand-safe environments.
PubMatic’s contextual PMPs are often used by buyers who want structured access to premium supply without needing to manage complex publisher lists themselves.
Index Exchange
Index Exchange is recognised for its emphasis on transparency, efficiency and direct publisher relationships. Its curated marketplaces typically focus on high-quality, premium inventory, making it a common choice for buyers who prioritise clean supply paths and predictable environments.
In APAC, Index Exchange is often associated with premium publisher access and straightforward deal structures that make contextual activation easier for trading teams.
3. DSP Contextual Targeting vs SSP Curated PMPs
Both approaches serve different needs. In practice, many APAC teams use a combination of both.
- DSP contextual targeting works well for scalable, multi-market campaigns and quick activation.
- SSP curated PMPs work best when buyers want premium environments, clearer narratives and stronger supply-side guarantees.
The key is to start with validated, clean supply and then choose the activation method that best fits the campaign objective.
4. How Contextual Curation Fits into the End-to-End Workflow
Contextual curation should be the final layer in a structured programmatic workflow:
- Publisher validation – confirm legitimacy and authorised sellers.
- SPO and supply path optimisation – prioritise clean, efficient buying paths.
- Contextual curation – activate relevant environments via DSP targeting or SSP PMPs.
This ensures that contextual strategies are built on a foundation of quality rather than used as a substitute for validation or SPO.
Conclusion
In APAC’s fragmented and privacy-conscious programmatic ecosystem, contextual curation has become one of the most practical ways to deliver relevance without relying on user-level identifiers.
By combining DSP-native contextual targeting with SSP-led curated PMPs, buyers can activate clean, validated supply in ways that are easier to plan, easier to execute and easier to explain to stakeholders.
If you’d like help choosing between DSP contextual targeting and SSP curated PMPs – or designing contextual strategies for specific APAC markets – feel free to reach out. I support teams across the region with practical, activation-ready programmatic workflows.