When it comes to innovation in digital advertising, self-service is king. More and more digital media giants are following the example of Google and Facebook. They are developing their own self-serve ad platforms. We’ve also seen this 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 having to work through media agencies or other intermediaries.
The self-service revolution in numbers
The figures of the self-serve revolution are clear: around 62% of brands were already doing their programmatic buying in-house in 2022. By 2022, this number is predicted to climb up to 62%. Only approximately 30% of client-side executives still partner with agencies for programmatic ad buying, even though this function is done in-house.
The convenience of control
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. Why? Because it’s the actual basis for any company to design further development strategies.
The whole process, from awareness to conversion, is in the advertisers’ hands. In other words: self-service 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 all about results
There will be no results without the transparency that only a self-serve platform can offer. This leads directly to another keyword: efficiency. Bucksense displays relevant data in a user-friendly way, while many other players such as TikTok have not been able to improve their metrics. Which leads us to targeting.
Not only advertisers can leverage self-serve. Publishers can also take advantage of its many bounties. Bucksense facilitates access to small, medium and large advertisers. That’s why publishers can increase their reach, visibility and substantially increase their revenue.
All in all, buyers and sellers can profit from meeting in a common space without other partners in the middle. No wonder that self-service platforms are proliferating. The question now is: who would say no to this win-win?
Why are self-service platforms useful?
They establish a direct connection between publishers and advertisers and allow the latter to buy programmatically in an easier and more efficient way.
What are the benefits of performance advertising?
It allows you to focus on results and it provides better targeting and efficiency. It’s also beneficial for advertisers and publishers as it allows them to reach a common ground between both sides.