You can buy CTV yourself through self-serve platforms. Or you can work with managed service partners who handle everything. The right choice depends on your resources, expertise, and goals.
Self-Serve CTV Platforms
What they are: Platforms where you directly access CTV inventory, set targeting, manage budgets, and run campaigns yourself.
Examples: StackAdapt, Basis (formerly Centro), The Trade Desk, Amazon DSP, direct publisher tools (Roku, Hulu)
How it works:
- You sign up for platform access
- Upload creative assets
- Set targeting parameters
- Define budget and bidding
- Launch and manage campaigns
- Monitor and optimize
Managed Service Partners
What they are: Agencies or platforms that handle CTV strategy, buying, optimization, and reporting on your behalf.
Examples: MNTN, Tatari, full-service agencies with CTV capabilities
How it works:
- Partner develops strategy based on your goals
- They build targeting and audiences
- They manage creative requirements
- They run campaigns and optimize
- They provide reporting and insights
- You review performance and provide direction
Self-Serve Advantages
Savings example: On $50K monthly media, self-serve costs ~$55K total vs. managed at ~$60K.
Self-Serve Disadvantages
Without expertise, you’ll make expensive mistakes. For why search integration matters, see Self-Serve CTV Without Search Fails.
Managed Service Advantages
CTV accounted for 38% of impressions but 63% of attributable conversions when properly measured. You need that attribution to see the true picture. Without it, CTV looks like it doesn’t work when it’s actually outperforming.
Managed Service Disadvantages
Decision Framework
Option A
Option B
Choose Self-Serve
Internal expertise available with 10-15 hrs/week. Budget is experimental ($5-15K/month). You want maximum control and complete transparency. Acceptable to learn through mistakes.
Choose Managed
No programmatic expertise on team. Integration matters (CTV + search + CRM). Budget justifies fees ($25K+/month). You want accountability and someone to push when performance lags.
Hybrid Approaches
Some firms combine:
Self-serve for testing: Run small experiments to learn creative/targeting concepts
Managed for scale: Hand proven concepts to managed partner for execution
Self-serve for specific campaigns: Handle simple retargeting internally
Managed for core program: Let experts run primary CTV campaigns
Questions to Ask Managed Partners
- “What’s your fee structure?” (Flat fee vs. percentage vs. hidden markup)
- “How do you handle search coordination?” (Should be included or integrated)
- “What attribution do you provide?” (Verified visits minimum, multi-touch preferred)
- “How often do we meet?” (Weekly or bi-weekly at meaningful budget levels)
- “What happens if performance lags?” (Clear process for optimization)
For managed service expectations, see the CTV advertising guide.
The Taqtics Model
We operate as a managed service with full integration:
- CTV + search coordinated
- Attribution to case level
- Market exclusivity included
- Creative production available
- Weekly performance reviews
Self-serve doesn’t provide the integration that makes CTV effective for law firms.
References
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising