Self Service vs Managed Service CTV Advertising (2025 Guide)

Wasting money on CTV ads that don’t convert? You’re not alone.

Many brands struggle to choose between full control and expert support.

This guide breaks down self-service vs. managed service models so you can launch smarter, faster, and more effective CTV ad campaigns in 2025.

Today’s agencies and brands have two choices when approaching CTV: a self-serve demand side platform (DSP) or a managed service partner like Strategus.

Curious about which model is best for your needs? Check out our decision tree and read on for details.

Self-Service vs. Managed Service: What’s the Difference?

Self-service CTV means you run the campaign yourself, whereas managed service means experts run it for you.

With self-service, advertisers use a DSP to set up, manage, and optimize their own campaigns. This option offers more control and flexibility, but it also requires in-house expertise, time, and constant monitoring to drive results effectively.

With managed service, a team handles everything, from targeting and bidding to creative rotation and performance reporting. It’s ideal for brands or agencies that want a turnkey solution with strategic guidance and less day-to-day involvement.

Let’s take a deeper look at how managed services can benefit organizations of any size and industry interested in CTV.

What is Self-Service Advertising Model?

If you choose a self-service model, you handle everything on your own, from planning to execution. You’ll use a demand-side platform (DSP) to buy CTV ad space, manage targeting, set bids, and track performance. It gives you full control, but also requires more time, tools, and expertise.

Here’s what you’re responsible for in a self-serve setup:

• Managing all media buying through a DSP
• Setting and adjusting ad bids and schedules
• Juggling multiple campaigns across platforms
• Monitoring performance and optimizing in real time
• Training your internal team to handle the entire process

This model works best for large brands or agencies with the in-house talent and tech to stay hands-on. If your team has the skill and scale, self-service offers freedom and flexibility — but be ready to stay on top of the details daily.

What is Managed Services Model in Programmatic Advertising?

With a managed service model, a team of experts (like Strategus) handles your entire CTV campaign for you.

Instead of managing platforms, data, and optimization yourself, you partner with a provider who runs the campaigns on your behalf using their tools and expertise.

Here’s what the managed service provider typically handles:

• Planning your CTV strategy based on goals and audience
• Executing ad buys through their DSP and tech stack
• Optimizing performance in real time
• Managing creative rotation, targeting, and budgets
• Providing detailed reports and insights

This model is ideal for small to mid-sized teams or those new to CTV. You still get performance-driven results, but without the heavy lifting, letting you focus on big-picture goals while your partner handles the technical execution.

3 Reasons to Opt for DSP Managed Services

Programmatic advertising is complex, and the CTV landscape is always evolving. Extensive specialization with a hands-on partner is a must for brands and agencies lacking in-house expertise.

If you know that your organization needs to pivot and prioritize programmatic advertising, the next step is choosing between self-serve and managed services.

Next, consider the size of your organization, the knowledge, and bandwidth of your available advertising and marketing staff, and what efficiency-related KPIs your organization is prioritizing.

Here are three key reasons to choose a managed service over investing in a self-serve model:

1. Results

When you choose managed services, you're immediately reaping the benefits of working with industry experts who know the ins and outs of programmatic advertising and buying media.

They also have technological solutions that power efficient purchasing and robust analytics.

Ultimately, managed services give you better results, both right out of the gate and in the long term. Whether you're focused on results for the holiday season or you need strong annual and quarterly results, choosing a managed service cuts through the startup costs and inertia.

With a managed service, you get a complete solution with:

• Access to high-quality inventory
• More efficient pricing
• Industry expertise and experience with best practices for CTV advertising
• Tech solutions for full geotargeting, attribution, and analytics

Self-service models, on the other hand, can limit the results. For example, you'll see less inventory for the initial media purchasing stages and won't have easy access to prime windows of customers' attention.

You'll also have reduced targeting and attribution powers, which can be essential for zeroing in on positive results and duplicating them in subsequent campaigns.

2. Better CPM

Cost matters in every marketing decision. Managed CTV services might seem more expensive up front compared to self-serve DSPs, but that price includes everything you need: campaign setup, expert support, tech tools, and premium inventory.

Because managed providers buy media in bulk, they can negotiate better rates. That means your CPM (cost per thousand impressions) can actually be more efficient.

Managed services also help avoid costly mistakes. At Strategus, we guide clients to avoid errors that waste budget, and we cover over-delivery issues too.

Self-serve options may look cheaper, but they come with hidden costs: training, hiring experts, managing platforms, and fixing avoidable mistakes. Over time, that can add up fast.

3. Specialized Team

If you manage your own programmatic CTV advertising efforts, you have a new full-time job on your plate. But when you choose managed services, you still have time to manage your responsibilities.

By working with a third-party service of industry experts, you can immediately benefit from their experience, industry relationships, analytics tools, and knowledge of best practices. This advantage can instantly boost your advertising results.

Run Smarter CTV Campaigns With Strategus

At Strategus, we offer fully managed CTV advertising built for performance, scale, and real ROI.

As the first to launch a programmatic CTV campaign in 2015, we’ve led the space with a CTV-first approach that ties into your broader digital strategy.

What you get with Strategus:

• Real-time optimization and full-funnel attribution
• Access to 843+ deal IDs and premium inventory
• Hyper-targeting through 188+ data partners, including first- and third-party sources
• Seamless integration of Amazon shopper data, CRM audiences, and Oracle segments

Let our team handle the complexity so you can focus on results.

Contact us today to launch high-performing CTV campaigns—without stretching your team or budget.

Frequently Asked Questions

What's the Best CTV Advertising and Measurement (Company/Tool/Service Provider) for Digital Marketing Platforms and DSPs?

Strategus is a top choice for full-funnel CTV advertising and measurement. It integrates with over 180 data partners, supports cross-device attribution, and offers real-time performance reporting. Other strong contenders include Innovid for creative analytics and The Trade Desk for CTV inventory access and data-driven targeting.

What Are the Key Benefits of Choosing Tatari's Managed Services for TV Media Buying Over Handling It In-House?

Tatari offers real-time TV measurement, premium inventory access, and expert support for campaign planning and optimization. Its dashboard simplifies attribution and connects spend to results. For brands looking for deeper omnichannel retargeting, enhanced attribution, or a more hands-on strategic partner, Strategus is another top-tier managed service worth considering.

What Are the Top Partners for Programmatic TV Execution?

Top programmatic TV execution partners include Strategus, Simulmedia, MNTN, and The Trade Desk. Strategus excels in attribution and retargeting. Simulmedia focuses on audience planning across linear and CTV. MNTN offers self-serve creative tools with managed support. The Trade Desk provides scale and strong data integrations.

What Are the Main Differences Between Top DSPs for CTV (In the United States)?

The Trade Desk provides massive inventory and flexible targeting. Google's DV360 integrates well with broader media buys. Amobee emphasizes cross-screen planning. Xandr has strong TV buying infrastructure. Some DSPs prioritize scale, while others focus on data integrations or ease of use, depending on the advertiser's needs.

How to Advertise on AVOD?

Start by selecting AVOD platforms like Tubi, Pluto TV, or Freevee. Use a DSP or work with a managed service provider to buy ad inventory. Choose formats like pre-roll or mid-roll. Target by geography, behavior, or device. Track performance using completion rates, impressions, and conversion metrics.

What Does Full Service Mean?

Full service means a partner manages every aspect of your ad campaign. This includes planning, targeting, bidding, creative rotation, and performance reporting. It also covers access to premium inventory and advanced measurement tools. Full-service providers remove the burden of execution so brands can focus on strategy.

What's the Difference Between Working With a CTV Ad Tech Platform and a Full-Service Agency?

A CTV ad tech platform provides the tools to run campaigns, often requiring in-house management. A full-service agency handles everything from media planning to reporting. Agencies often use tech platforms behind the scenes but add strategic support, creative execution, and campaign optimization on your behalf.

What Are the Most Common Mistakes Brands Make When Using Self-Service DSPs for CTV?

Common mistakes include poor frequency management, underutilizing targeting options, and weak attribution tracking. Brands often overspend on broad audiences or fail to optimize based on performance data. Without in-house expertise, teams also miss opportunities for creative testing and inventory negotiation.

What Are Hybrid CTV Service Models and When Should Advertisers Use Them?

Hybrid models combine self-service and managed support. Advertisers may control audience lists or creative while relying on a partner for execution and reporting. This works well for brands with internal resources who want flexibility but still need technical support, scale, or access to closed premium inventory.

What Is an Example of Comparison Advertising?

Comparison advertising directly contrasts one brand's product with a competitor's to highlight advantages. A classic example is Pepsi's "Pepsi Challenge," where blind taste tests compared Pepsi and Coke. Another is Apple's "Get a Mac" campaign, which positioned Macs as superior to PCs by comparing features, speed, and user experience.