Self Service Advertising Is Key To Reaching The Entire Net

Self Service: Not Just For Google And Facebook. Photo: Ludo29880

You should take a look at Rory Maher's recent piece in SAI concerning the Google vs. Facebook battle royale.  It's worth it because it really shows the rise of self service advertising as a value proposition.

Google and Facebook are both very strong platforms that deliver huge ROI.  An advertiser's goals and objectives will lean toward one or the other.  If a media plan is centered around intent, search is suggested.  If ultra-targeting is the need, only FB can deliver quite so many unmarried cat owners 21-29 in Ohio.

The most important thing they both share is they both support self service.  It's easy to create ads and target with both of them.  And both allow for the all-important message optimization feedback loop, where performance is fed into a workflow to refine the campaign to chase what works and leave behind what doesn't.

The thing is, as great as FB and Google are, the Internet will always dwarf them both. Beyond these two giants, publishers, inventory advertiser messages and niches are exploding in number and reach.  Making this work means leveraging self service for both the buy and sell sides of the equation.  Advertisers need it to bring ease and optimization to campaign workflow, publishers need it to make inventory fully available to buyers.