The future of publishing is human and self-serve with Paul Cassar of DanAds

Why Self-Serve Matters Now

In today’s publishing climate, everyone is being asked to do more with less. Resources are tight, advertisers have endless options, and publishers are under constant pressure to protect revenue while finding new growth. That’s where self-serve and automation enter the picture as practical tools to streamline operations, retain existing business, and unlock new revenue opportunities.

And this is where Rob’s conversation begins with Paul Cassar, Head of Self Serve Sales at DanAds.

Rethinking the Role of Sales

One of the most common misconceptions about self-serve is that it eliminates sales jobs. As Paul explains, the reality is the opposite. By automating smaller, time-consuming transactions, publishers give their sales teams more bandwidth to:

• Focus on higher-value deals.
• Build stronger advertiser relationships.
• Drive long-term growth.

In fact, advertisers are already trained by the big platforms to buy this way. If publishers don’t provide the option, those dollars simply go elsewhere.

Automation, AI, and Patience

Paul and Rob both stress that success with self-serve doesn’t happen overnight. “If you build it, they will not come.” That means publishers need a rollout plan, resources, and patience. Automation often solves the immediate operational challenges, while AI holds promise for outcome-based campaign insights in the future. The key is distinguishing between the hype and the actual tools publishers need right now.

Keeping It Human

Technology doesn’t erase the human factor; it reshapes it. Paul draws parallels to the airline industry’s move to online booking, a shift that required retraining, not layoffs. The publishers who thrive will be the ones who:

• Invest in their people.
• Equip sellers to use self-serve tools alongside advertisers.
• Treat automation as an efficiency play that deepens trust rather than replacing human relationships.

The Summit Ahead

This conversation sets the stage for the upcoming DanAds Self-Serve Summit, now in its fourth year. What began as a small gathering has grown into a 170-person event featuring senior media leaders, ad tech partners, and customers eager to share what’s working and what’s next. Attendees can expect candid discussion, practical insights, and (true to tradition) Swedish candy and pastries.

This is content created in paid partnership with DanAds. We only feature partners who we believe bring real value to the publisher community.