If they try to adjust advertizing independently, means they make a huge mistake because hardly they will manage to make it most qualitatively. It is far better to employ the professional expert.
Hiring the professional expert of advertisement is the best way to plan the strategy on choosing when to advertise and when to pause the advertisement.
Yes, it would be better if they're going to handover those plan to their respective responsibility which has the capability to handle that kind of tasks. It's a good idea if they are going to promote their platform in such away they will have more investors.