November 19, 7 min read

Why ad buying goes self-serve

Evertrack decided to investigate the phenomenon of self-serve platforms and answer the question why it is popular today in digital marketing.

Self-serve advertising is common today, and there are many self-serve platforms that have become popular among digital marketers. We decided to investigate this phenomenon and find out why media buyers prefer self-serve ads.  

Evertrack decided to investigate the phenomenon of self-serve platforms and answer the question why it is popular today in digital marketing. 

Online advertising space has expanded like a shot, and programmatic ad technology became an effective way to buy and sell media. Today the marketing area moved to the internet, demanding the marketers to find a new way of media buying (websites, social media, mobile, video etc.). 

A big trend in media buying that spreads the ad on the internet or mobile devices is the use of technologies that help to automate the ad buying process. Let’s dive into this topic and find the solutions for future survival.

What is media buying?

Media buying falls into the paid media category and plays an advanced role. Media buying started with newspaper ads, continued to prime time on TV and reached to the online banner ads.  

Media buying is actually a set of a multi-platform wholesale strategy. It is aimed to find the best prices placements for a certain time. When you decided to buy media you aspire to find balance among the time, place, and content that will be delivered to the target audience. The right planning will increase conversion rates, sales, and brand awareness. 


source: stringsmedia.com

Who can be media buyer?
Media buyers can be advertisers or agents that are acting on behalf of advertisers/marketers. A general goal of every media buyer is to achieve maximum results at a minimum budget. 

According to Megan Breining (a content and digital strategy specialist), there are three important features of the media buying process: 



Networking. It is important to know the right people in order to get optimal space for advertising. That is why media purchaser all the time develop their relationships with channel owners. Networking can improve the performance of the brand. You can develop and share your ideas, find interesting thoughts about your business, and hear about innovations. 

Investigation helps to understand what the users are interested in and where they hang out (social media, apps, internet space). Evolution of communication business has placed new platforms and their target markets on new places and transformed it into beneficial clients recommendations. 

Negotiation helps media buyers wield and regulate prices for the media slots, and find the way to profit clients. On the second level of negotiation is the individual client’s rate structure that shows the benefits for each media player.  

The first step in media buying is to identify when and where your ad has to appear. These questions are regulated by the media budget. Often, channel selection depends on demographic identification (who are your target audience? Men, women, middle age and income, etc.) 

Types of media buying

Direct site buy is brought for serving the ad display purpose. 
Network buy include the placed ads in the network to increase the overall impressions. 
Self-serve ad buy allows the media buyers have their own accounts and place the ads as they wish. They manage their own account by themselves. 

Stages of media buying

There are three steps of media buying as a process:

Step one: Pre-launching
The stage of advertising decisions needs in-depth research and careful planning. In the first pre-launching step implies a choice of relevant media. A special attention is paid to media outlets that fit advertising objectives. 
Identifying the audience is a very important thing. You can divide the audience into segments, like demographics, geo, interests, etc. After determining the audience it would be right to think about how to reach those people. How do they make shopping decisions? Do they buy online or prefer first to come to the store, see the product, touch it, etc. before the purchase? 

Online advertising suggests usage of social network platforms, search engine ads, mobile advertising, websites, etc. The research will show preferences of users (where they prefer to hang out.)

Monitoring your competitors will save time and allow to create a smart advertising. It can help you with the ad type and place where to target. What can work with users, and what can fail. Buying digital media applies to a demand-supply platform (DSP).


source: wikipedia.org

DSPs were created to purchase advertising in an automated fashion. Advertisers and agencies use these platforms to buy display, video, mobile, and search ads. In the short version, DSPs allow advertisers to buy impressions (CPM) through different publisher sites. A DSP automatically determines which of these impressions made the sense for the advertiser. 

Finish your pre-launching stage with budget planning. Distribute your budget according to what results you want to achieve (clicks, conversions, sales, sign-ups, etc.).  

Step two: Campaign launch
At this stage, it is important to understand what works and what doesn’t. As the media buyer, you have to be sure that the advertisement is in the desired location, in front of the targeted audience, and with the right context. Make sure that your message brings value, track the success and customer engagement. 


source: gifer.com

Be ready to change the strategy with the customers’ feedback. Review periodically your ad campaign and don’t be afraid to make changes in the plan and strategy. Be flexible! 

Step three: Post-launch reflection
The last stage is the adventure time, the decision time, the conclusion time. This is where you put everything on its place (good and bad things of the ad campaign), considering media space, ROI, customer engagement, and performance in all. 

Here you analyze the effectiveness of the campaign. Collecting as many data as you can make possible to generate detail statistics (here you can see weak and strong points of the campaign), see how customers interact with the brand. In digital advertising, data helps to build algorithms that improve the ad campaign and provide better targeting. Self-serve platforms make these researches quickly and clearly. 

As you can see, advertising is more than just buying the media and creating the banner. It is a pure science that helps to spend your money in the right direction. Jef Richards once said: “Creative without a strategy is calling art, but creative with the strategy is calling advertising.” 

Take a note! The success of advertising depends on where the advertisement is shown and who is addressed for. That is why media buying is important. Automation of media-buying brings advertising at a new stage of self-serve type. Let’s see this in more detail. 

What is self-serve advertising?

A self-service model is effective for digital marketers. It makes all the process convenient for marketers and advertisers. The advertisers can literally serve themselves without a support of the advertising agency in between. Here advertisers can buy traffic without or with minimal involvement of platform manager (minimum human intervention). 

source: appdevelopermagazine.com

Self-serve platforms allow marketers to take control over all aspects of their marketing scheme. According to Adweek.com, more and more social networks and platforms (like Facebook and Snapchat) spend their efforts and budgets to support the self-service model of media buys. 

Marketing researchers said that self-serve platforms in the ad-buying industry will dominate in the future. The largest digital advertising companies have plans to attract more businesses and continue using self-serve platforms for advertising spread. 

How self-serve advertising platform works? 
Self-service platforms have also tools for advertisement creation so that advertiser can create an effective ad. There are also many ad targeting options to control the ad campaign. 

The work starts with the signing up, feeling the gaps (add information about the brand). After data indication, there are forming the invoices. The invoices have to include the advertiser’s contacts and billing details. It helps to automate the payment part by including payment instructions or button to every invoice.  

The future of self-service
We’ve covered up this topic at the beginning of this paragraph, but here we will try to make predictions about the future destiny of the self-service in the digital era. 

As you know, self-service became gaining popularity with the implantation of AI and learning of neural networks. It helped to make lots of processes on the internet independent and resolve the questions instantly. 

It entailed the creation of self-served platforms. Self-services have not just allowed users to make purchases and answers their questions without connection with the company member. Did you know that about 70% of customers expect from a company’s website to include a self-service application?


source: slideshare.com

Marketers also prefer using a self-serve platform, because it’s easier and helps save time and money. Companies are looking for self-service marketing to simplify their work including the media buying. Another benefit of self-serve is analytics. With the right analytics tools, marketers can more accurately measure ad performance. Obviously, this reason can also affect the popularity of self-serve platforms. 

Few reasons for the self-serve effectiveness
Full control of ad campaign
Possibility to stop or restart the ad campaign at any time 
A wide range of targeting tools
Real-time analytics
Setup of ad campaign takes 5-7 minutes.


November 19, 7 min read

Why ad buying goes self-serve

Evertrack decided to investigate the phenomenon of self-serve platforms and answer the question why it is popular today in digital marketing.

Self-serve advertising is common today, and there are many self-serve platforms that have become popular among digital marketers. We decided to investigate this phenomenon and find out why media buyers prefer self-serve ads.  

Evertrack decided to investigate the phenomenon of self-serve platforms and answer the question why it is popular today in digital marketing. 

Online advertising space has expanded like a shot, and programmatic ad technology became an effective way to buy and sell media. Today the marketing area moved to the internet, demanding the marketers to find a new way of media buying (websites, social media, mobile, video etc.). 

A big trend in media buying that spreads the ad on the internet or mobile devices is the use of technologies that help to automate the ad buying process. Let’s dive into this topic and find the solutions for future survival.

What is media buying?

Media buying falls into the paid media category and plays an advanced role. Media buying started with newspaper ads, continued to prime time on TV and reached to the online banner ads.  

Media buying is actually a set of a multi-platform wholesale strategy. It is aimed to find the best prices placements for a certain time. When you decided to buy media you aspire to find balance among the time, place, and content that will be delivered to the target audience. The right planning will increase conversion rates, sales, and brand awareness. 


source: stringsmedia.com

Who can be media buyer?
Media buyers can be advertisers or agents that are acting on behalf of advertisers/marketers. A general goal of every media buyer is to achieve maximum results at a minimum budget. 

According to Megan Breining (a content and digital strategy specialist), there are three important features of the media buying process: 



Networking. It is important to know the right people in order to get optimal space for advertising. That is why media purchaser all the time develop their relationships with channel owners. Networking can improve the performance of the brand. You can develop and share your ideas, find interesting thoughts about your business, and hear about innovations. 

Investigation helps to understand what the users are interested in and where they hang out (social media, apps, internet space). Evolution of communication business has placed new platforms and their target markets on new places and transformed it into beneficial clients recommendations. 

Negotiation helps media buyers wield and regulate prices for the media slots, and find the way to profit clients. On the second level of negotiation is the individual client’s rate structure that shows the benefits for each media player.  

The first step in media buying is to identify when and where your ad has to appear. These questions are regulated by the media budget. Often, channel selection depends on demographic identification (who are your target audience? Men, women, middle age and income, etc.) 

Types of media buying

Direct site buy is brought for serving the ad display purpose. 
Network buy include the placed ads in the network to increase the overall impressions. 
Self-serve ad buy allows the media buyers have their own accounts and place the ads as they wish. They manage their own account by themselves. 

Stages of media buying

There are three steps of media buying as a process:

Step one: Pre-launching
The stage of advertising decisions needs in-depth research and careful planning. In the first pre-launching step implies a choice of relevant media. A special attention is paid to media outlets that fit advertising objectives. 
Identifying the audience is a very important thing. You can divide the audience into segments, like demographics, geo, interests, etc. After determining the audience it would be right to think about how to reach those people. How do they make shopping decisions? Do they buy online or prefer first to come to the store, see the product, touch it, etc. before the purchase? 

Online advertising suggests usage of social network platforms, search engine ads, mobile advertising, websites, etc. The research will show preferences of users (where they prefer to hang out.)

Monitoring your competitors will save time and allow to create a smart advertising. It can help you with the ad type and place where to target. What can work with users, and what can fail. Buying digital media applies to a demand-supply platform (DSP).


source: wikipedia.org

DSPs were created to purchase advertising in an automated fashion. Advertisers and agencies use these platforms to buy display, video, mobile, and search ads. In the short version, DSPs allow advertisers to buy impressions (CPM) through different publisher sites. A DSP automatically determines which of these impressions made the sense for the advertiser. 

Finish your pre-launching stage with budget planning. Distribute your budget according to what results you want to achieve (clicks, conversions, sales, sign-ups, etc.).  

Step two: Campaign launch
At this stage, it is important to understand what works and what doesn’t. As the media buyer, you have to be sure that the advertisement is in the desired location, in front of the targeted audience, and with the right context. Make sure that your message brings value, track the success and customer engagement. 


source: gifer.com

Be ready to change the strategy with the customers’ feedback. Review periodically your ad campaign and don’t be afraid to make changes in the plan and strategy. Be flexible! 

Step three: Post-launch reflection
The last stage is the adventure time, the decision time, the conclusion time. This is where you put everything on its place (good and bad things of the ad campaign), considering media space, ROI, customer engagement, and performance in all. 

Here you analyze the effectiveness of the campaign. Collecting as many data as you can make possible to generate detail statistics (here you can see weak and strong points of the campaign), see how customers interact with the brand. In digital advertising, data helps to build algorithms that improve the ad campaign and provide better targeting. Self-serve platforms make these researches quickly and clearly. 

As you can see, advertising is more than just buying the media and creating the banner. It is a pure science that helps to spend your money in the right direction. Jef Richards once said: “Creative without a strategy is calling art, but creative with the strategy is calling advertising.” 

Take a note! The success of advertising depends on where the advertisement is shown and who is addressed for. That is why media buying is important. Automation of media-buying brings advertising at a new stage of self-serve type. Let’s see this in more detail. 

What is self-serve advertising?

A self-service model is effective for digital marketers. It makes all the process convenient for marketers and advertisers. The advertisers can literally serve themselves without a support of the advertising agency in between. Here advertisers can buy traffic without or with minimal involvement of platform manager (minimum human intervention). 

source: appdevelopermagazine.com

Self-serve platforms allow marketers to take control over all aspects of their marketing scheme. According to Adweek.com, more and more social networks and platforms (like Facebook and Snapchat) spend their efforts and budgets to support the self-service model of media buys. 

Marketing researchers said that self-serve platforms in the ad-buying industry will dominate in the future. The largest digital advertising companies have plans to attract more businesses and continue using self-serve platforms for advertising spread. 

How self-serve advertising platform works? 
Self-service platforms have also tools for advertisement creation so that advertiser can create an effective ad. There are also many ad targeting options to control the ad campaign. 

The work starts with the signing up, feeling the gaps (add information about the brand). After data indication, there are forming the invoices. The invoices have to include the advertiser’s contacts and billing details. It helps to automate the payment part by including payment instructions or button to every invoice.  

The future of self-service
We’ve covered up this topic at the beginning of this paragraph, but here we will try to make predictions about the future destiny of the self-service in the digital era. 

As you know, self-service became gaining popularity with the implantation of AI and learning of neural networks. It helped to make lots of processes on the internet independent and resolve the questions instantly. 

It entailed the creation of self-served platforms. Self-services have not just allowed users to make purchases and answers their questions without connection with the company member. Did you know that about 70% of customers expect from a company’s website to include a self-service application?


source: slideshare.com

Marketers also prefer using a self-serve platform, because it’s easier and helps save time and money. Companies are looking for self-service marketing to simplify their work including the media buying. Another benefit of self-serve is analytics. With the right analytics tools, marketers can more accurately measure ad performance. Obviously, this reason can also affect the popularity of self-serve platforms. 

Few reasons for the self-serve effectiveness
Full control of ad campaign
Possibility to stop or restart the ad campaign at any time 
A wide range of targeting tools
Real-time analytics
Setup of ad campaign takes 5-7 minutes.


2018 © Evertrack. All rights reserved.Terms and Conditions.

2018 © Evertrack.All rights reserved
Terms and Conditions.