Woodland Hills-based FatTail, a developer of software for managing online advertising for web publishers, announced today that it has launched a new, self-serve display ad selling system called PageGage Direct. According to FatTail, the new software allows advertisers to book ads, including banners, rich media, video, and mobile ads, on publisher web sites. The new software is a web-based system which allows advertisers to browse available inventory and book their own advertising, and is FatTail's first move into self-service ads. The firm's prior products were used by major online publishers and their sales teams to quote and book more traditional, direct ads. FatTail is venture backed by Fuse Capital, Ted Meisel, and others.