Unlike traditional mass media advertising such as local TV commercials or print ads, which are expensive and time-consuming, paid digital media such as Google search ads, Facebook ads, and YouTube video ads offer many benefits that make them better suited for platform startups. Among them are low setup cost, allowing companies to start advertising for as little as $10 a day; precise targeting—to specific demographics, or based on life events such as birthdays or similarity to current customers; short creative development time and deployment of ads within minutes; and ease of experimentation. Taking all these factors into account, a startup can create dozens of ads within just a few days, and learn quickly and cheaply what is most effective to attract suppliers. Get the full story Forbes