A white-label DSP gives a big promise to the independent programmatic advertising sector. What is a white label DSP and how is it different from regular self-serve DSPs? Well, we will discuss it in the next sections, but let us provide you with a short introduction to white-label programmatic before.
Both ready-to-use and white-label platforms are full-service DSPs optimized for programmatic ad serving. But there is a core difference between approaches. When you use self serve DSP, it’s about utilizing the company’s prebuild technologies and integrated partners. When using a white-label demand-side platform, the opposite concerns your business, rules, and strategies. You can provide your WL platform to other companies and use it for your purposes simultaneously. What is a white-label demand-side platform? It is a standalone business for experienced AdTech players.

What is a White Label DSP?

White label DSP is a fully developed, customized, and maintained DSP tech core that the enterprise purchases from providers without a label. Prepackaged software core makes white label DSP solution fairly easy to deploy and requires only minimal custom retouch. 

What do ad networks need white-label DSP for?

Looking at what is white label DSP, you may discover its huge technology potential when integrating with many different ad exchanges at once. It is about flexibility in the prebuild connections strategy: white-label DSP integrations are not framed with technology provider decisions. When you own the platform, you may rebuild and customize it as you want, connecting many highly relevant ad exchanges for your business niche. Ad exchanges also have additional benefits when connecting with standalone white-label DSPs.


Ad networks strive to automate the process of choosing the perfect ad slot without sales reps, agencies, and third parties.


The self-operated system is more transparent and can be scaled along with business anytime. 

Reducing media budgets

The commission of buyers with extensive media spend for self-serve platform usage grows proportionally with ad spend. Thus, an independent solution appears to be the only way to reduce budgets. 

Wait, but isn't it all possible to do with a self-serve DSP?

Sure, automation, RTB bidding, and the rest of the groundbreaking programmatic technologies could be found virtually on any advertising platform, like self-serve DSP. Still, as an advertiser, you only serve your campaigns on it, which means you pay a certain share of costs to the provider of such software, and the platform itself doesn't belong to you. You are only getting access to the self-serve dashboard that lets you configure, launch, and run your campaigns with a certain budget. The costs that you pay for using self-serve ad platforms aren't big, they are quite humble; however, if you regularly spend lots of budgets on programmatic campaigns, this share may end up being quite hefty after a certain period.

Self-serve vs. managed solution

Normally, a DSP is operated by brands and marketers based on a self-serve model. In this case, a self-serve means that advertisers are provided access to the dashboard. Still, the whole process of setting up campaigns, management, analysis, and so on is performed independently and without assistance. However, the marketer is assigned an account manager on a self-serve platform.

The difference between a self-serve platform and a managed one

Unlike self-serve, the managed option allows the client to configure, set up, and run campaigns on their behalf by managers. The managed model is typically chosen by advertisers that don't have experience in running self serve campaigns. As well, the managed serve model is chosen by marketers who don't have the person that could operate a self serve platform (since it all requires time and regular optimizations). 

What about while-label DSP?

The new owner can choose how to monetize a white-label DSP platform, too — as a self-serve service or a managed option (or both). However, for the managed service, the platform owner also has to have a team to run and operate campaigns of clients. Self-serve is the best option for WL platform owners who don't have much of an in-stuff team. However, ad ops and account managers can always be outstaffed


Self-serve vs. managed serve solution

Normally, a DSP is operated by brands and marketers based on a self-serve model. In this case, a self-serve means that advertisers are provided access to the dashboard. Still, the whole process of setting up campaigns, management, analysis, and so on is performed independently and without assistance. On a self-serve platform, however, the marketer is assigned with an account manager.

The difference between self serve and managed one

Unlike self-serve, the managed option allows the client to configure, set up, and run campaigns on their behalf by managers. The managed model is typically chosen by advertisers who don't have experience in running self-serve campaigns. Also, the managed serve model is chosen by marketers who can't operate a self-serve platform (since it all requires time and regular optimizations). 

What about while labeling DSP?

The new owner can also choose how to monetize a white-label DSP platform as a self-serve service or managed option (or both). However, for the managed service the platform owner also has to have the team to run and operate campaigns of clients. Self serve is the best option for WL platform owners that don't have much of an in-stuff team, however, ad ops and account managers can be always outstaffed

4 reasons not to build a DSP from scratch

If you never tried even self-serve programmatic advertising, and even more so, never built your own technology, you probably can hardly imagine the process of building and maintaining the demand-side platform. White-label DSP technology helps to solve four main strategic issues.

Time & cost

The prebuilt advertising platform shortens the time and eliminates the necessary resources for building the platform from scratch.


Self-developed software can be crude, but a prebuilt white-label DSP from a reputable tech provider guarantees trouble-free operation.


There’s no need to lose existing partners with API connection enabled.


White-label DSP is quickly customized and scaled when needed. 

With a white-label DSP solution, growing and scaling an independent advertising business is much easier for ad networks. Now, let’s find out what tasks ad networks solve with white-label DSPs. 

7 insights why your business will benefit from White Label DSP

The ultimate goal of the managed or self-serve demand-side platform is to buy ads for the most optimal price (the lower — the better), from those publishers whose users most closely match particular advertisers’ needs. One DSP for one ad campaign may work best. Still, for another campaign type, it will perform worse and charge higher depending on many criteria — available formats, targeting options, partner connections, pricing model, etc. WL DSP can solve these problems at once by the list of the reasons.

Saving media costs by reducing commissions

Commissions and service fees are low, and the service provider earns approximately 30% per initial bid. Thus, if you spend no more than a thousand or two, it won’t make a big difference. Still, if your media spend equals ~$29,000 monthly, the overall fee may climb to $8,700. WL DSP technology is provided based on service commission or fee of ~5% of generated ad spend. So, do a little math, if you earned e.g. $29,000 per month, your fee will be only $1,450, not $8,700. Even considering the cost of white-label DSP — it’s still times more profitable.

Simple DSP vs White Label DSP

Preventing risks of competing against yourself

To maximize reach advertisers oftentimes collaborate with a handful of DSPs at once. Especially when it comes to advertisers that don’t use RTB and prefer programmatic direct advertising. Advertisers need to exchange data with several advertising platforms to fully manage advertising campaigns. This results in a situation where you need to apply supply-path optimization, otherwise you risk bidding against your own bids. With a WL DSP, this problem gets resolved. 

White Label DSP vs Simple White Label DSP

Scaling transparent and accountable ad businesses quickly

Advertisers that prefer white label DSP solutions want to obtain more transparency over the media-buying process. Plus, there are plenty of white-labeled advertising and marketing products for business, because many companies want to open their own business to rely less on third-party providers. White-label demand-side platforms are updated and maintained by service providers. 

So, how to understand whether you need a white-label DSP? There are 3 strong indicators of why you need a white-label DSP platform (according to the IAB Europe Programmatic Advertising Survey 2019).

Reasons why advertisers set up white-label DSP

Increasing operational control/bringing programmatic in-house

Reducing media costs

Promoting transparency

Establishing own terms of operation

It is easier to manage partners and operations in such an environment.

Using a self serve white-label DSP company doesn’t have to pay to third-party platform providers - commissions, margins, etc.

To know where the campaign is run, who sees impressions, and when.

To work according to their own pricing model, traffic quality standards, reseller fees, etc.)

Apart from ultimate operation control, transparency, and significant media-cost reduction, with white-label DSP solutions, enterprises benefit from gathering all media-buying activities under one roof. With a white-label DSP, you can ditch all other DSPs you currently work with and join one comprehensive system that streamlines buying activities and organizes partners. When you create a white-label network, you can connect DSP and SSP partners and set up an exclusive marketplace. Self-serve white-label DSP, meanwhile, enables you to connect custom SSPs via API - that’s why you don’t lose partners you work with. 

Gaining bug-free competitive technology

Obtaining bug-free time-proved self-serve technology that aligns with famous branded DSP platforms. You can set up your branded self-serve demand-side platform and resell it to customers.

Reducing service fee spending

No need to pay a service fee to third-party providers. As a result —  you shed off from 20% to 50% of advertising costs. 

Obtaining flexibility in strategy decisions 

With white-label programmatic, you can utilize all the benefits of self-serve white-label DSP for your needs.

Benefiting from database synchronization 

With full platform data access, you can get valuable user data transmitted from certain SSPs (in case you have an agreement) to your while-label DSP.White label dsp benefits

White label DSP solution from SmartyAds

SmartyAds is a leading white-label technology provider that tailors proprietary DSP technology according to your business needs so that you can reach peak return on investment as a reseller. Our self-serve WL DSP solution releases entrepreneurs from platform-building burdens associated with developing technology from scratch. So, what DSP solution can SmartyAds offer?

Competitive advantages of SmartyAds WL DSP

These undeniable benefits stem from an advantageous white label business model, however, the proprietary DSP white label technologies of SmartyAds deliver even more benefits.

Intuitive front-end user interface that's easy to navigate

If navigation on some advertising platforms looks like you operate a space shuttle, it’s not about self-serve SmartyAds White label DSP. It is SaaS-based, so owners do not need to overload their systems with additional software. The core capacities of the white label platform are unfolded at remote servers, so you simply obtain access to your DSP platform via a unique URL. 

Automatic regular updates for a stronger system

The self-serve WL demand-side platform is fully hosted, maintained, and regularly updated by our experienced technical professionals. This means that the new advantageous feature will immediately arrive at your user interface as soon as it is developed. All essential updates on such self-serve WL DSP are automatically performed in the background.

Smart optimization with a core programmatic bidder

Based on the smart ML and AI algorithms, our self-serve white-label DSP solution manages to single out only the optimal impressions for advertisers. Decision-making mechanics are designed to find the perfect balance between inventory quality and cost. The proprietary bidder finds such impressions at auctions and processes data arrays in real time to make bids on the right impressions. 

Precise targeting & abundance of available ad formats

Set up self-serve white-label DSP from SmartyAds and see how your advertising campaigns get accelerated with precise targeting segments. URL targeting, geo, language, traffic type, time of the day, frequency capping, and contextual targeting aren’t making the full list of functions according to which you can channel a great variety of digital ad formats to the users. (Display, native, video, and so forth). 

Win rate optimizer & fill rate booster for better outcomes

Win rate optimizer and fill rate booster are the exquisite modules of our self-serve DSP white label technology. While a Win rate optimizer will teach ML algorithms how to improve win rates in the future, a fill rate booster will analyze statistics to let you act upon changes in fill rates. 

Ad spend pacer for saving ad budgets. 

No advertisers want their ad budgets to run away in a few days. SmartyAds self serve white-label DSP has a spend pacer extension that protects you from overspending and helps you spend your money reasonably. The extension considers natural daily traffic falls and rises and evens out impressions according to these fluctuations.  

GeoEdge security for healthy traffic

Self serve white-label DSP platform knows how to verify ads and effectively prevent ad fraud with in-built anti-fraud systems. Multi-layered protection from GeoEdge security continuously verifies inventory quality in real-time, applying predetermined policies to ensure superb inventory quality. 

Customization and partner connection 

DSP white-label technology is customizable. We also support API modules that enable general bidder functionality besides user interface customization. Via the bidding platform, you can also transmit the data from publishers if you have a direct agreement with one of the SSPs. In the self-serve dashboard, as an admin, you can manage and monitor the QPS rate, start and pause endpoints, and turn traffic to a particular user on and off. 

To wrap it all up

White-label DSP is a self-serve technology that enables bringing programmatic platforms in-house without the tremendous time and financial resources invested in development. Your self-serve demand-side platform - your rules. White label self-serve DSP platforms can work virtually for any agencies or enterprises that strive to purchase this software platform and resell it for their clients. SmartyAds also makes it easy to launch the manage-serve platform with outstaffed account managers who support your business. 

Create your own customized enterprise-level programmatic advertising solution with our white-label DSP. Don't hesitate to ask your questions!