Adnami is putting its curated supply directly inside the buying tools programmatic teams already use, rather than asking them to go find it. The attention-optimization vendor has launched exclusive deal packages inside Google Display & Video 360, delivered through Index Exchange, so DV360 buyers can pull in premium, multi-publisher supply without leaving the platform or negotiating access separately.
The packages sit in DV360’s Marketplace under the Discover tab, searchable by “Adnami,” and price on open supply dynamics through standard programmatic bidding rather than a fixed rate card. That matters more than it sounds. Curated deals have historically meant extra steps: a call with a sales rep, a private marketplace ID to configure, a separate line item to trust. Folding that into a DSP’s native discovery flow is a small interface change with a real effect on which supply actually gets bought, because friction, not just price, decides where budget flows in programmatic. “Finding the best supply for a campaign shouldn’t involve lengthy negotiations or complicated activation,” said Simon Kvist, CEO of Adnami. “Programmatic buyers want control, but they also want simplicity.”
The original insight here is less about Adnami specifically and more about where curation is heading. As DV360, The Trade Desk and other major DSPs keep layering AI-assisted buying tools on top of the same core auction, the vendors competing for attention are the ones who can get discovered inside that flow, not the ones who still require a separate sales conversation. Curation is becoming a distribution problem as much as a quality one, which is also why platform-level shifts like how DV360 itself handles bid targets matter just as much to supply partners as to advertisers.
Source: ExchangeWire
