The story. Video curation is a way for a curator to pick the channels and content where a video budget runs, then sell that list as a package. Adelaide’s AU Ecosystem has reached 100 partners, with four video curators as its first members in that category. (ExchangeWire PressBox, 4 November 2026)
01What happened
- Four curators joined. Pixability, Sightly, Silverpush and Cadent are the first members of a new video curation category. The ecosystem is now at 100 partners.
- The score is Adelaide’s AU. It is an independent measure trained on outcomes. Advertisers can use it to benchmark curated inventory against standard buys and against other media.
- It covers CTV and online video. Adelaide says curators already use contextual, audience and suitability signals, but those signals do not show how one placement compares with another on quality.
- It works while a campaign runs. Where channel- and content-level data exists, curators can trim inclusion lists and move spend to higher-quality environments mid-flight.
- Each partner wires it in differently. Cadent applies AU to curated YouTube inventory in VuePlanner. Pixability pairs it with Pixie, its agentic YouTube tool. Sightly pairs it with Brand Mentality. Silverpush adds it to contextual video campaigns.
- The ecosystem now has five groups. Publishers and media owners, programmatic platforms, creative measurement, outcome measurement and video curators.
02What it means inside a GAM network
Earlier coverage on this desk looked at curation as a supply-path question: who sits between a buyer and your impressions. This announcement moves the question to what the curator measures once it sits there. A curator that scores inventory by channel will favor the channels that score well and drop the rest.
For a publisher selling video through Google Ad Manager deals, the practical change is the unit of judgment. A buyer may stop asking whether your site is on a curated list and ask how your channel or content scored against the rest of the list. Inventory that cannot be identified at channel or content level cannot be scored, and so is the easiest to cut.
Three cautions. This is Adelaide’s own announcement, carried as a press release, with no results, pricing or buyer names. The only quote is from Adelaide’s CEO, Marc Guldimann. The announcement names YouTube-focused and contextual products, so how much open-web and CTV publisher inventory will be scored is not stated.
Curation has been a question of who gets onto the list.
03What publishers should do about it
04The bottom line
Curation has been a question of who gets onto the list. With a quality score inside the curator’s tool, it becomes a question of where you rank on it. The publishers who can show channel-level data will be scored. The rest will be guessed at.