The modern advertising world is almost impossible to imagine without programmatic. Less than 10% of overall ads come from non-programmatic sources, and even then, programmatic often plays a role in the advertising process.
Given its widespread use and thriving popularity, advertisers and publishers are eager to integrate programmatic into their campaigns. However, this can be easier said than done, as utilizing programmatic not only requires a deep understanding but also a robust and continually maintained database to effectively reach customers.
The solution comes in the form of white-label platforms, pre-built solutions that handle the groundwork, requiring only initial investments and ongoing management for growth.
So, what’s the catch? Each white-label programmatic platform is different. Some of them provide more channels than others, some focus on specific countries, and some guarantee more anti-fraud protection than their competitors. It is up to advertisers to research and compare services, and we are here to assist you with that.
In this article, we will discuss the top white-label platforms, their core differences, and how you can leverage their offerings. But before that, let’s delve deeper into the topic and analyze the common workings of these platforms and the critical details to consider.
What Is a white Label Programmatic advertising?
As mentioned earlier, white-label solutions are ad platforms that allow you to target customers. The key difference is the original developer; instead of you, it’s another company providing the software.
However, this doesn’t mean advertisers lose control. The white label is fully rebrandable, customizable, and maintainable. Agencies can modify almost anything, from basic design choices and logos to more intricate settings like ad volume, commissions, and reporting systems. This is where the “white” label comes in; the software is like a blank canvas that you paint upon. In every way, the purchased ad platform acts as part of your company, with no mention of the original creator.
This is where white labels bring immense value to agencies: they take over the tedious work, streamline the advertising process, and easily adapt to the client’s needs. Most importantly, it’s often a more cost-effective choice, eliminating the need to hire and maintain a team of professional developers to run the platform.
The Best White Labels: Our Top 5
Now that we understand the benefits of white-label programmatic platforms and what to look out for, it is time to turn to our top list. It is important to note that no platform is truly perfect; some may lack specific coverage, while others may come out on the pricey side. Still, each platform is unique and has its own attractive features.
In addition to the key factors of white labels, such as support availability, customization options, ease of integration, and pricing models, there are benefits specific to programmatic advertising itself. For instance, not every platform provides robust anti-fraud features or omnichannel advertising opportunities.
In this article, we will consider both aspects: the white-label platform itself and the components of programmatic advertising behind it.
+ CTV, DOOH, Digital Audio, Web, and In-App channels
+ Anti-fraud partners
+ Unique Media Planner
+ Detailed report systems
+ All-out customization
– 90% of inventory is NA and UK
– Installation fee for the Lite WL version
While BidMind offers a white-label solution covering a wide range of channels and features, its main highlight is its omnichannel experience. This allows for constructing a cohesive narrative for customers by utilizing multiple channels simultaneously. Combined with a comprehensive reporting system, anti-fraud protection, and three data management platforms, it provides an effective way to reach a broad audience and enhance conversions and ROI.
But no service is perfect, and BidMind is no exception. 90% of the inventory covers North America and the UK, passing by promising European and LATAM geos.
+ Decent targeting capabilities
+ The smallest plan starts at $250
+ No installation fee or minimum spend
– Only web and in-app traffic available
– Inconvenient media planner
– No anti-fraud partners
EPOM DSP focuses on web and in-app traffic. While it may suit companies looking to strengthen their online presence, it may not be ideal for those seeking a more comprehensive advertising approach. EPOM is not an omnichannel platform, limiting your narrative construction options.
Another pitfall of EPOM DSP is that it doesn’t have anti-fraud partners, so you are never confident in the quality of traffic they provide.
+ Many channels to choose from
+ Trustworthy; operates from 2011
– You need to find and connect your own inventory
– No forecasting options
– Long installation process
Smartyads provides a good white label offering with numerous channels, extensive targeting options, customization, and robust anti-fraud measures.
However, users must handle some of the groundwork: you will have to find and connect your own inventory. This means that you only get the software for uploading creatives and sending them to traffic sources that you need to find yourself, which is not a good choice if you want to start business from scratch.
Additionally, the installation process can be lengthy, taking up to a month.
+ Fraud detection is top-notch
+ Omnichannel experience
+ AI-optimized engine
– You need to find and connect your own inventory
– No audio inventory
When looking at Adtelligent offers, two details immediately catch your eye: the AI-optimized engine and comprehensive anti-fraud measures, with three partners guaranteeing the security of your ads. It is also quick to install, with less than a week of integration time. It offers the same magnitude of available channels for audio, so the overall impression is rather positive.
However, this programmatic digital advertising solution has the same pitfall as the previously discussed Smartyads: you will need to find your own SSPs.
If you want to safeguard the ads to the limit, Adtelligent is the way to go; their security measures are second to none.
+ 24/7 support
+ Massive web and in-app traffic
+ Very customizable white label
– It is a reseller
– Huge installation fee
Targetoo platform focuses on web and in-app channels, with the option to utilize CTV as well. Their reach numbers are substantial, with 81B and 249B on the main channels. Apart from that, their reporting system is as detailed as it can possibly be, with more than 100 metrics to choose from, and all of that is covered by three major anti-fraud partners.
Unfortunately, Targetoo is a reseller of Smardex DSP. This means that you are paying the middleman instead of the original company; with so many platforms to choose from, selecting a reseller for your business purposes seems disadvantageous
Its biggest drawback is the immense installation fee, which costs $5000. Combined with the inability to quickly check the platform online, it is a serious limitation. Of course, you can request the demo for free, but it is additional work for a platform that will cost you a chunk of your budget anyway.
White Label: Peeking into the Crystal Ball
As time goes on, programmatic advertising gets stronger, and with it, white-label solutions. They are so closely interconnected that we can predict the future trends of WL by looking deeper into the recent statistics of programmatic.
Right now, 87% of advertisers are examining the possibilities of expanding their DOOH presence. Podcasts are also on the rise, with more people listening to them out on the streets instead of at home. This makes for a very interesting conclusion: programmatic platforms that can focus on real-world advertising will come out on top in the following years.
The same goes for omnichannel, which has taken the world by storm. With an over 89% retention rate, it is one of the most promising strategies; combined with the aforementioned DOOH and audio channels, it can become the ultimate weapon in the right hands. If you would like to add more to this mix, the CTV channel is looking stronger than ever, with 230 million of US adults owning a CTV device in 2023.
Adopting programmatic platforms that focus on DOOH, audio, and CTV may become crucial as these channels gain popularity.
White Label for the Golden Goal
White-label platforms are a vital solution for advertisers who wish to jumpstart their journey in the programmatic landscape. By streamlining the originally complex process of building and maintaining the platform, they can become the powerhouse of any ad campaign, but they can also be its downfall.
The difference between the two lies in the advertisers’ ability to notice the minutiae details and make a correct judgment before proceeding with the integration. The exact rights and wrongs are different for everyone, but the common points remain: research what each white label can promise.
Powerful anti-fraud systems are a must to avoid turning your project into a budget sinkhole. What programmatic advertising platforms must offer is transparency, too; if you are able to see the potential reach before making decisions, you will not come across a cat in the bag. Finally, it is best to take notice of the upcoming trends and act upon them; otherwise, you just might stay on the sidelines when a specific channel explodes and your solution does not support it.
The best programmatic ad networks keep options open, allowing advertisers to adapt and stay competitive. In this regard, the BidMind team is well-equipped to support advertisers in their diverse projects. While it may not have the highest web traffic or extensive customization options, BidMind offers versatile tools to accommodate various project sizes and types.