Self-Service: Creating efficient bridge between publishers and advertisers.

Feb 26, 2020 | Articles

When it comes to innovation in digital advertising, self-serve is king. More and more digital media giants are following the example of Google and Facebook and developing their own self-serve ad platforms. We’ve seen that recently with Walmart, TripAdvisor or TikTok.

If you are still wondering why, the reason is simple: no other technology is able to establish an efficient, direct connection between publishers and advertisers. This is why self-service platforms make it possible for brands to finally take their programmatic ad buying in-house rather than being forced to work through media agencies or other intermediaries.

The figures of the self-serve revolution are clear: in 2018, 45% of brands were already doing their programmatic buying in-house.  By 2022, this number is predicted to climb up to 62%. In fact, only 29% of the client-side executives surveyed by Digiday in 2019, still admitted to partner with agencies for programmatic ad buying, even though this function is done in-house.

Marketers clearly value the convenience of setting up their own campaigns and making decisions about their own strategy and optimizations without intermediaries. It’s not just a more transparent and nimble way to work, but it also provides advertisers with detailed, relevant data that ultimately transforms into valuable knowledge. This know-how is even more precious than any other advantage offered by a self-serve platform because it’s the actual basis for any company to design further development strategies.

The whole process, from awareness to conversion, is indeed in the advertisers’ hands. In other words: self-serve platforms like Bucksense, allow advertisers to be fully in control of their activity and more importantly, their budget. Innovative technology, a powerful optimization algorithm, a friendly and easy interface and sharp real time data at a really granular level are key for marketers to achieve their goals.

Performance is about results, right? However, these can’t be delivered without the transparency level that only a self-serve platform can offer, and this leads directly to another keyword: efficiency. Whereas Bucksense manages to display relevant data in a user-friendly way, many other players like TikTok, for instance, have not been able yet to really excel in metrics and another related key aspect: targeting.

However not only advertisers can leverage self-serve, but also publishers can take advantage of its many bounties. Since Bucksense facilitates their access to small, medium and large advertisers, publishers see their possibilities of increasing their reach, visibility and revenue substantially multiplied.

All in all, both buyers and sellers take profit from meeting in a common space without other partners in between. No wonder then that self-serve platforms are proliferating. The question now is: who would say no to this win-win?