Can Whiteflame Protector target itself with its +8 buff when you play it?

Ruling: Yes, Whiteflame Protector can target itself with its +8 buff when played. If it couldn't target itself, the card would specify "another unit."

Sequence:

• "When you play" effects in Riftbound trigger after the card has finished resolving
• At that point, the unit is on the board and can be targeted by its own effect

Nuances:

• There are no "cast" triggers in Riftbound; "when you play" effects happen after resolution, not during