For ad-led companies, the idea of creating a self-serve or self-service portal is not new. Most media or new media organizations across OTT, streaming, publishing, commerce, telecom and gaming are well aware that 70% of global digital ad spend is directed towards Google, Meta and Amazon almost by default. And the one thing (among many) that these behemoths have in common is that they have created extremely simple, seamless experiences for everyone.
Advertisers can be up and running in minutes, agencies can layer MCC accounts together and represent multiple advertisers, buyers can access different tools, control their spend limits and seek specific audiences and get the return-on-ad-spend they seek, at scale. All this with the ease of putting a credit card on file. Websites and publishers, similarly, can monetize their content by flipping a switch and letting Google get to work.
For large ad-led companies, direct or managed sales has the ability to offer white-gloved enterprise service to their most premium agencies and advertisers, giving them guaranteed buys that are hard to otherwise access. SSPs and ad exchanges can step in and monetize any unsold inventory for you.
However, self-serve portals offer a middle ground that is low-touch, yet gives you control over who’s buying and at what price. They have the power to open up access to thousands of smaller advertisers in search of good RoI without losing too much ad-tech tax to a myriad of tech providers.
Advertisers get a better experience, with access to rich data and information about their spends so they can see how their money is doing for them
Advertisers get more control over their campaigns - giving them another reason to move their budgets over from Google or Meta
Smaller advertisers can access your audiences and inventory. Something that might otherwise be out of their reach
Agencies can experiment easily to make your offerings more competitive
Advertisers can buy smaller ticket sizes, a massive draw when it comes to Meta and Google. This can be attractive to small buyers or even larger buyers looking to exhaust budgets that are expiring
Better control for publishers when compared to open auctions
Last minute pricing for big weekends or end-of-season sales can be pushed out to the market easily, reducing the chances of large volumes of unsold inventory