Stagwell is building its own AI media curation marketplace

By Sam Bradley • July 16, 2026 •

Ivy Liu

Stagwell is moving to wrest control of ad-inventory curation from DSP and SSP marketplaces and bring it in-house. The holding company is set to launch Stagwell Curate, an AI platform that pulls curated CTV, online video, display and audio ad inventory from publishers and adtech partners into its own central reservoir, Digiday has learned.

According to Matt Adams, global CEO of Stagwell Media Platform, it’s an attempt to reduce the company’s reliance on “ubiquitous” marketplace solutions like The Trade Desk’s OpenPath.

“This isn’t just using an off-the-shelf package provided by an SSP or within a DSP’s environment. This is about the curation of a bespoke inventory package,” said Adams.