What is a White Label DSP in Programmatic Advertising

The digital advertising industry is dynamic, ever-evolving, and highly competitive, which means that the demand for flexible and customizable solutions is always high, regardless of the particular industry you might be working in.

The modern consumer is significantly more sophisticated in their interests and ad-content expectations than was previously the case, so the idea that a ‘one size fits all’ approach in marketing can still be effective is now outdated.

White label DSPs provide digital advertisers with an opportunity to take full control of the advertising process, molding it to suit their individual business strategies and client needs.

The adaptability of white label DSPs means they are invaluable assets that ensure each potential client can be reached effectively with significantly more accuracy than the single model approach.

In this article, we will examine white label DSPs in detail, providing an overview of the concept in general and its individual components. We’ll also consider how white label DSPs are applied in digital advertisement and what the key benefits of doing so are for ad companies.

Finally, we’ll go into detail about the key features of white label DSPs to consider when deciding on making a purchase, based on our experience as a leading provider of this advertising and marketing tool.

What is a White Label Demand-Side Platform (DSP)?

White Label

As there are two components of white label DSPs, it’s a good idea to break them both down to understand what exactly makes up this marketing tool, starting with the term itself.

White labeling involves rebranding products or services obtained from a manufacturer or service provider, allowing the purchasing company to present and market these offerings under its own brand.

This approach not only carries economic advantages but can significantly bolster customer loyalty as their feedback can be taken directly into account during the creation of the white-label product.

It’s a hands-off approach, one that allows the seller to rapidly deploy their white label solution. This allows the buyer to enter their chosen marketing quickly and start generating revenue.

This process then helps to boost their business’s growth, enabling the company in question to enhance their product and marketing strategies rapidly, without having to get bogged down in learning how to use a complex, specifically designed system, but more on that later.

Demand Side Platforms

A DSP is a programmatic advertising platform that allows advertisers and media buying agencies to automatically bid for ad inventories, including display, mobile, video, search categories, etc., all sourced from multiple publishers.

They’re particularly useful as they remove the burden of buying ad inventory directly from publishers, leading to a streamlined purchasing process with lower costs.

DSPs automate real-time decisions based on top advertising bids thanks to real-time building, which makes it simple for media buyers to procure and manage display, audio, and video ads, all from multiple sources, via one unified interface.

Businesses use DSPs to avoid having to rely on intermediary networks, essentially middlemen, so that they can publish their own ad content directly. This results in lower overhead costs and improved efficiency across the border, and it also makes ad campaigns easier to draw up and implement.

For example, a DSP can be used to interact with a service like Facebook Ad Manager to accrue director ad impressions bought directly from social media services like Facebook itself, as well as Messenger and Instagram.

Finally, it’s important to remember that DSPs also interact with supply-side platforms via ad exchanges to refine these impression details. This allows the user to set up strategic bidding based on user behaviors such as prior visits to a company’s website.

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White Label Demand-Side Platform: Definition & Application

White-label demand-side platforms (DSPs) allow companies to set up their own programmatic advertising platform without having to go to the trouble of creating one themselves; it’s essentially a high-quality off-the-shelf solution.

While this means that the initial investment might appear to be significant, opting for this solution means that there are a number of long-term benefits via cost savings compared to the costs of opting for a separate self-serve or full-serve DSP.

Setting up a white-label DSP is relatively simple, but it’s important that companies make their ad campaign goals clear from the start to ensure there’s no miscommunication about their aims.

They should also carry out a thorough analysis of their target audience to ensure that when they’re ready to launch their solution, they know who they’re targeting and why. This will ensure that their white-label DSP is properly targeted.

Once this has been carried out, using a white-label DSP is very straightforward. The hallmark of a good solution in this field is a simple-to-understand interface that’s user-friendly, and there are a number of factors that, when present, will ensure that this is the case.

These include real-time bidding, audience segmentation, ad creative management, and performance analytics, all of which are immediately accessible.

Companies need these analytics tools to be immediately accessible at the interface of their chosen white-label DSP, as it cannot properly function without them.

Properly used, they will allow the user to make data-driven decisions based on high-quality analysis. Information that can be used promptly to set up, optimize, and alter ad campaigns in real-time.

Think about being able to adjust bidding tactics and budget allocations whenever required, and updating audience targeting parameters based on up-to-date information as it flows into the white-label DSP system.

If there’s a market fluctuation or a change in economic conditions like inflation, overall costs, geopolitical events, etc., the company can act immediately and protect its costs and interests. That’s why this tool is so useful; it’s cost-effective and provides stability at the same time.

What Are the Benefits of a White Label DSP?

Simple to use, cost-effective, able to respond rapidly to changing circumstances, and simple to set up and implement, all in one tool? It’s clear that there are a number of benefits to using a white label DSP in programmatic advertising.

Let’s go into more detail about some of the key benefits it provides, just in case anyone reading wants to send this article to their company’s financial manager.

Branding Flexibility: While white-label solutions are created `according to a specific pattern by the company originally sets them up, it’s very simple to rebrand them with color schemes, design elements, logos, etc.

As a result, matching the chosen solution to a pre-existing brand or corporate image is fairly straightforward.

Customization and Control: The ability to rebrand one’s white label DSP highlights how it comes with several customization options as well.

A good solution ensures that the user can modify some key features while also being able to integrate them with the tools and services the company already uses for programmatic advertising.

Cost-Effectiveness: Companies are more than able to develop a white-label DSP from scratch if they want to, but this process involves a large amount of costs, in both time and financial resources.

Opting to purchase one from a reputable provider, on the other hand, significantly reduces long-term overheads and upfront investment, making it the cost-effective solution.

Rapid Deployment: Building a white label DSP isn’t just an expensive proposition. It’s time-consuming and likely to be beset with technical difficulties.

Opting for a pre-existing solution, on the other hand, minimizes the amount of time required to start using the DSP to launch ad campaigns; it’s essentially ready to go out of the box.

Scalability: As a company grows, it’s important to ensure that this is achieved with scalability, i.e., all of the team’s essential functions grow along with the company.

If this doesn’t happen, a number of negative issues can arise, including increased operating costs and reduced efficiency. A good white label DSP is designed to be scaled according to a company’s needs.

Tech Expertise: Programmatic advertising is a very technical business, and sometimes companies working in this field don’t always have the expertise they need on hand.

By using a white label DSP, a company can rely on the provider’s depth of experience and support, providing ongoing updates and access to other in-house technology and infrastructure.

Reduced Risk: Creating Your Own White Label DSP comes with a number of risks, as the creation process requires a high level of technical expertise and expert know-how.

It’s possible to get around this, but why risk creating a poor-quality solution with the resulting stress and wasted time when it’s far simpler to opt for a tool that’s already a known quantity?

Features and Integrations: Finally, it’s worth remembering that a good-quality white-label DSP solution will always come with a number of useful and exciting features, factors that would otherwise cost a lot of time and resources to develop.

Analytic systems, audience segmentation tools, budgetary controls, etc., all of which can be deployed on day one without any hassle.

How To Choose a White Label DSP

Working in digital advertising can be a frenetic, fast-paced business, and there are a number of factors that need to be considered before choosing the right white label DSP solution.

There are a lot of marketing tools to choose from, but there are also a number of basic elements that every white label DSP should include.

That’s because while market circumstances may change, the fundamentals required to be successful in programmatic advertising do not, so make sure you select a tool based on the following factors.

Ad Expenditure Analysis

Properly managing a company’s ad spend is crucial in ensuring, especially if the company’s overall media expenditure is relatively modest. If this isn’t taken into account, the white-label DSP solution is likely not to align with one’s project goals.

This particularly applies to advertisers with significant demands and a large budget, but it’s also relevant to smaller-sized teams as well.

As such, a white label DSP has to include high-level ad expenditure analysis. Otherwise, it’s a waste of money. The analysis has also got to be focused on ensuring that data-driven insights are provided to all relevant team members to ensure that there’s no confusion about ad expenditure.

The quality of analysis offered has to be exceptionally high too, so consider selecting a tool that includes technologies like AI and machine learning in its makeup.

Platform Utilization Patterns Monitoring 

Understanding which platforms a company’s ad content appears on, as well as the frequency, audience segmentation, time of publication, viewing, etc., is really important, as effective strategies need to be focused on which platforms are likely to be most successful.

Whether this be for mobile, desktop, or something else, a white-label DSP has to be able to monitor platform utilization patterns across the board with efficacy.

By choosing a solution that monitors and aligns with your platform preferences, you optimize the advantages of ownership by crafting a programmatic system tailored precisely to your operational needs.

While it may have been created according to an original design or template, there should be customization options on hand that can be used to properly analyze your platform utilization, and you’ll enjoy far higher performance than would be possible with, say, cookies.

Data Management Capabilities

High-quality data management capabilities are fundamental for a successful white-label DSP, so effective data handling, analysis, and utilization are key aspects to consider.

A robust white-label DSP should seamlessly integrate with a company’s existing data infrastructure, enhancing its ability to gain insights, target audiences effectively, and refine campaign strategies.

This means that the data management of any white-label DSP has to be scalable according to the company’s means.

If this is the case, then the operating business will be able to adapt to changing industry dynamics by optimizing costs, altering ad campaign strategy or tactics, and generating insights that provide behavioral modeling for future campaigns.

White Label from BidMind

The good news is that one doesn’t have to go far to find a suitable DSP for your business, as BidMind has worked with dozens of clients across a wide range of industries, allowing us to create the ideal solution.

Our offering provides ad expenditure analysis, platform utilization pattern analysis, data management capabilities, and a number of other key factors that ensure you are choosing a white label DSP that guarantees a comprehensive answer. 

With everything needed for a solution that works for any team, regardless of its campaign strategy, our solution is the most effective choice on the market.

We have a number of examples of how successful our white label DSP is, and we encourage readers to examine our blog to find out more, but in the meantime, check out one case study involving Hyloq advertising company’s experience.

Hyloq Experience With BidMind’s White Label Solution

Hyloq specializes in facilitating hyperlocal advertising campaigns for a range of service-based corporations, including credit unions, software enterprises, and home inspection firms. A

s such, digital advertising is pivotal in Hyloq’s clients’ marketing strategies, providing them with capabilities such as result measurement, A/B testing, and agile real-time adjustments.

Hyloq wanted to improve these processes by adopting a proprietary demand-side platform to provide its clients with even more competitive advantages.

In order to improve its customer experience and streamline the buying process for programmatic advertising, BidMind developed and launched a custom advertising platform with Hyloq’s branded UI, giving clients the ability to launch Geofenced campaigns with custom data and inventory providers, and delivering brand-safe environment. 

After BidMind provided a white label DSP to Hyloq, the company’s clients also gained access to a wide range of targeting features, including advanced reporting, data-driven forecasting, fraud protection, and custom audience segments.

Thus, Hyloq was also able to establish a sustainable fair pricing model based on customer ad spend. Overall, the company reported improved efficiency and cost-effectiveness across its advertising operations using BidMind White Label.

White Label DSPs – The Takeaway

The white label approach is the ideal way to streamline digital advertising and marketing endeavors to gain a significant competitive edge via making ad campaigns more effective and significantly reducing overall costs at the same time.

If you want to take the next step with BidMind DSP, then fill out the contact form below; one of our white label DSP experts will get in touch with you promptly.