Publishers Can't Ignore the Trend Toward Self-Service Publication
In the ever-evolving digital ad ecosystem, self-serve advertising platforms are emerging as a game-changer. These platforms, offering advertisers a sophisticated tool for planning, buying, and tracking their campaigns, are attracting a larger pool of advertisers and contributing to increased revenue for publishers.
One of the key benefits of self-serve platforms is the integration of Artificial Intelligence (AI). AI enables platforms to analyze large data sets, delivering personalized, relevant ads, improving campaign targeting, and optimizing ad delivery across multiple publishers quickly and efficiently. The most significant improvements achieved by using AI include real-time automated bidding, enhanced user targeting through behaviour data analysis, and automation of repetitive tasks, increasing efficiency and reducing costs.
As the world becomes AI-first, appropriate AI adoption can future-proof businesses. self-serve platforms also lower the entry barriers for smaller advertisers with the inclusion of creative AI tools. Moreover, these platforms support various languages, price models, and currencies, enabling publishers to open their inventory to buyers worldwide.
The fragmentation of consumers across a broad range of devices and platforms is another challenge self-serve platforms address. They offer advertisers the ability to manage every aspect of their campaigns, from scheduling ads to audience targeting, and cater to various media channels, including video. Video, in fact, accounts for over 60% of UK display spend, according to the IAB. Self-serve platforms should, therefore, offer connected TV (CTV) targeting and buying, as well as social-style video, outstream, and mobile video.
Advertisers are increasingly looking to expand their campaign reach, target more audiences, and reach new parts of the globe. In response, almost half of advertisers expect CTV inventory to be biddable this year, up from only 34% last year. This shift towards more targeted and efficient advertising is also driving a reduction in spend on publishers, with advertisers directing their budgets instead towards reduced-budget campaigns.
TripAdvisor's AdExpress, for instance, has an eco programme that carries out sustainable measures based on the budget of each campaign. This demonstrates how self-serve platforms can improve advertising sustainability by facilitating better targeting, reducing emissions, and contributing to a greener digital ad ecosystem.
In a precarious economic climate, advertising tech publishers are seeking to maximize revenue. Self-serve platforms offer greater control over the media buying process for advertisers, eliminating the need for intermediaries. A holistic and agnostic self-serve platform can manage any kind of media channel, media spend, or activation, addressing the challenges posed by a fragmented advertising ecosystem.
AI can forecast audience impressions, handle large calculations more accurately, and provide recommendations for media buying, strategic planning, campaign execution, and optimizations. This level of automation allows complex systems to stay complex while humans oversee and control the process, particularly in the TV space.
In conclusion, self-serve advertising platforms are not just a trend but a necessary evolution in the digital ad ecosystem. They offer advertisers a sustainable, efficient, and cost-effective solution to reach their target audiences, expand their campaign reach, and future-proof their businesses in the AI-first world.
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