Publishers who want to diversify their revenue streams often build their own technologies — this way they become owners of the entire platform that they can capitalize on. They can fully control it and set the operation according to their own media trading terms.
To make the right choice, you need to take into account several factors. Try to understand whether you have essential expertise and experience to run your own SSP solution based on white-label. You should also analyze your business needs to determine if starting your own solution is necessary. In case you are ready to face the challenges of independent platform operation and customization then more than likely you will end up having a fully-tuned platform that functions according to your needs and generates great incomes. If you are not ready for this yet, then monetization through self-served SSP might be optimal for you at this stage.