Publishers Can't Overlook the Self-Service Publishing Revolution
In today's digital age, consumers are utilising an extensive array of devices and platforms, fragmenting the advertising landscape. This complexity has led to the emergence of self-serve advertising platforms as a viable solution. These platforms, which are agnostic and holistic, can manage any kind of media channel, media spend, or activation, easing the challenges posed by the fragmented ecosystem.
Smaller advertisers, who are feeling the financial pinch, are particularly drawn to these platforms as they offer the potential to stretch budgets further. Self-serve platforms support various languages, price models, and currencies, allowing publishers to offer inventory to buyers worldwide, facilitating global expansion for advertisers.
The digital ad ecosystem is becoming increasingly complex, with more options available. However, self-serve platforms offer advertisers greater control over the media buying process, eliminating the need for intermediaries. This direct approach is appealing to many, especially in the current economic climate where advertising tech publishers are seeking to maximise revenue.
Artificial Intelligence (AI) is transforming self-serve platforms, allowing complex systems to stay complex, while humans oversee and control the process. AI serves as a recommendation engine for strategic planning, informing advertisers about what type of media to buy, why, and how to execute a campaign. It can also forecast audience impressions, handle large calculations, and increase forecasting accuracy in the TV space.
AI can also adapt to live campaigns, making optimizations based on whether objectives are being met. This adaptability is a significant advantage, as it can future-proof businesses as the world becomes AI-first.
Video is a significant part of advertisers' campaign efforts, and self-serve platforms should offer self-service connected TV (CTV) targeting and buying, as well as social-style video, outstream, and mobile video. A notable example is TripAdvisor's AdExpress, which has an eco programme that carries out sustainable measures based on the budget of each campaign.
Major German publishing houses, such as the Schwarz Group (owner of Lidl), have engaged with self-service platforms. The Schwarz Group, as part of its digitalization efforts, has developed its own digital infrastructure including customer programs like the Lidl Plus app. However, traditional publishing houses specifically focused on self-service platforms are less prominently mentioned in the available results.
Self-serve platforms allow publishers to offer advertisers a sophisticated planning, buying, and tracking tool, opening themselves up to a larger pool of advertisers and gaining greater revenue. Many advertisers are reducing their spend to publishers, directing it instead to self-serve platforms. Over 60% of UK display spend now goes towards video, and almost half of advertisers expect CTV inventory to be biddable this year.
Harnessing AI appropriately can future-proof businesses as the world becomes AI-first. By leveraging these platforms, advertisers can manage every aspect of their campaigns, including scheduling ads, audience targeting, and monitoring performance in real-time. This control, combined with the potential for global reach and increased efficiency, makes self-serve platforms an attractive option for advertisers navigating the complex digital ad landscape.
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