Virtual RoundTable: TV for More Than Just Big Budgets: What TV4 Learned Building Self-Serve with DanAds

Traditional TV buying has always catered to the big guys. Complex deals, long lead times, and not much room for smaller advertisers. TV4 saw that gap and decided to do something about it.

In this roundtable with DanAds, Jonathan Taylor and Erik Salinger of the TV4 team break down why they launched a self-serve platform and what actually happened next. The tech was only part of the challenge. They talk about the real work of activation, why even self-serve users still need a helping hand, and what it took internally to shift from full-service to hands-off.

If you care about how modern media businesses are adapting to serve more types of clients, this is a solid look at what worked and what surprised them.