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Nov 21
programmatic advertising benefits

Top benefits of using self-serve programmatic

Self-serve programmatic has made quite an impact on the digital advertising world in recent years. Software platforms reduce the need for human services to operate campaigns while simultaneously making information about the campaign available in real-time. But, there are many other benefits that come with using self-serve programmatic advertising strategies in the agency including performance, control & efficiency, transparency, intelligence, strategic positioning and value capture.

Campaign/Client Performance:

Putting more of the client budget directed toward the media purchase directly increases, in proportion, the Return on Ad Spend (ROAS); fusing the agency’s direct client knowledge into self-service platform operation. Who is better suited to run the campaign than the people working directly with the client?


Platform operators are less reliant on multiple vendors and can act quickly and precisely during both the strategic planning processes, as well as the execution and optimization phases. Instead of never-ending email chains and conference calls with multiple vendors, the agency platform operator can make key changes in minutes, freeing up more time for impactful and strategic activities.


As the recent ANA study by K2 shows, rebates, and other non-transparent business practices are still highly pervasive in the agency ecosystem. Running a platform in-house enables the agent to have real-time access to every cost source (media and data), which can easily be shared with the client in real-time.


Investing in platform expertise is an asset that scales and differentiates an agency—it is transferable between clients and can be leveraged as a competitive differentiator.

Strategic Positioning:

Platform expertise makes client relationships stickier, and reduces churn as the data and campaign expertise sits within the walls of the respective agency; platform operators effectively future-proof themselves as the value provided to the client makes it difficult to switch.

Value Capture:

As agents are disintermediated, the value is captured at the client and primary agent level, enabling further investment and innovation.

With the learning curve getting lower (platforms getting simpler—reducing onboarding, training, and ongoing support costs) and the entry-level costs being kept at a minimum (platforms are cheaper to license and/or have lower or zero media minimums to get started), most agencies stand to gain both monetarily and strategically by investing into in-house platform operation.


Have other questions about self-serve programmatic advertising benefits? Reach out!

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About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.