With all the buzz about self-serve ad platforms, it might seem as if everyone is using them. But, as the saying goes, appearances can be deceiving.I recently spoke with 10 peers who run ad-tech companies serving agencies and big brands. Most of these people said their companies either offer a self-service option or are in the process of building one. However, those already offering self-service said less than 10% of their customers use it.
So while plenty of different players – including vendors, publishers and ad-tech companies — are exploring self-service options, it appears that only a small portion of advertisers are actually using them, especially when it comes to the larger brands. The people I spoke with said their clients asked for the option, then ended up rarely using it.
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