Picnic, the leading Inventory Intelligence platform, has released The Age of Quality, a new insights report exploring how advertisers can drive stronger outcomes by prioritising quality in every stage of the media journey.

The downloadable guide draws on expertise from industry leaders at Lumen, Goodstuff, Omnicom, the Financial Times, OpenX, Spark Foundry, TeamX, and Picnic, bringing together the most forward-thinking perspectives on how quality inventory, attention, relevance, and design are reshaping digital performance and long-term brand growth.

Powered by Picnic’s PIQ platform — the industry’s most comprehensive dataset of inventory quality signals — the report reveals that high-quality inventory delivers up to 4.8x higher brand lift and 2.3x greater sales uplift than low-quality environments, highlighting the clear financial value of putting quality first.

"Advertisers are starting to realise that performance doesn’t come from buying more impressions; it comes from showing up in better places. The Age of Quality shows what the future of programmatic looks like when brands put quality first," said Matthew Goldhill, CEO and founder at Picnic. 

Inside, readers will find practical frameworks for building outcome-driven campaigns including how to:

• Audit and curate supply to reduce ad waste
• Reframe success around attention and outcomes, not clicks
• Plan for contextual relevance and design for experience

For those who missed Inventory Talks 2025, the guide distils all the key insights and actions presented, packaging everything into one practical and forward looking resource for marketers ready to make quality their competitive edge.

Download The Age of Quality here.