White label DSP is a new “Uber” for ad tech entrepreneurs: from where you stand ‘completely out of wheels’ it’ll quickly lift you up to the exact destination you need. Or, speaking nerdy, it’s better to be compared to the space shuttle - infinitely faster and probably even cheaper.

What is a White Label DSP?

White label DSP is a fully developed, customized, and maintained demand-side platform that enterprise purchases from ad tech providers without a label. Prepackaged software core is what makes this platform fairly easy to deploy and requires only minimal custom retouch. Based on cloud SaaS technology, this solution can be finished in 1 month, and then branded, promoted and capitalized independently.

What do ad networks need white label DSP for?

  • Automation. To automate the process of choosing the perfect ad slot without sales reps, agencies, and third-parties.

  • RTB. For effortless migration to RTB or global network extension.

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

  • Reducing media budgets. Commission of buyers who have extensive media-spend grows proportionally so independent solution appears to be the only way to reduction.  

Solving pain points associated with building DSP from scratch

If you never tried programmatic advertising, and even more so never built your own technology, you probably hardly imagine the process of building and maintaining of demand-side platform. Like the rest of the agencies and ad networks, you may have no clue how many financial injections it will take to build your own system. White-label technology, however, helps to cut corners and overcome typical self-building problems:

  • Time & cost. The prebuilt solution shortens the time and eliminates the necessary resources necessary for building the platform from scratch.

  • Risks. Self-developed software can be crude but a prebuilt platform from a reputable ad tech provider is a guarantee of trouble-free operation.

  • There’s no need to loose 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 independent advertising business is much easier. Now, let’s find out what tasks ad networks solve with white-label DSPs. 

Demand-side platforms: what are they for?

Demand-side platform is a technological platform for advertisers that connects to SSPs, ad networks, and advertising exchanges globally in order to automate media-buying. Typically powered by RTB (real-time bidding algorithm), they take part in the auctions and bid on potential ad impressions in real-time. 

how DSP works

Before airing the campaign, the advertiser enters basic and extended campaign settings. Targeting, dayparting, impression frequency, filters, budget limitations, and other criteria instruct the system on correct decision-making. Therefore, it delivers the ads to the right people at the right time, screen and could protect the ad budget from overspending. 

campaign settings

Do you need to build your own DSP?

The ultimate goal of the 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 advertiser’s needs. One DSP for one ad campaign may work best, but for another campaign type, it will perform worse and charge higher (depending on so many criteria - available formats, targeting options, partner connections, pricing model, etc.). White label DSP can solve these problems at once by:

  • Saving media costs

If you buy impressions from time to time, there’s no need to worry about commissions and service fees a lot. They are usually not very high 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 per month the overall fee may climb up to $8,700. White label DSP technology is provided on the basis of 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.

Simple DSP vs White Label DSP

  • Preventing risks

Likewise, in order 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. In order to fully manage advertising campaigns advertiser needs to exchange data with several advertising platforms at once. This results in a situation where you need to apply supply-path optimization, otherwise you risk to regularly bid against your own bids. 

White Label DSP vs Simple White Label DSP

  • Scaling transparent ad business

Advertisers that give preference to 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. In order to scale their businesses in the future entrepreneurs chose white-label demand-side platforms since they are updated and maintained by service providers. No need to hire people for this. 

So, how to understand whether you really need a White Label DSP of your own? There are 3 strong indicators why you need a white label DSP platform (according to 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 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.)

Benefits of white label DSP platforms

Apart from ultimate operation control, transparency, and significant media-cost reduction, enterprises benefit from gathering all media-buying activities under one roof. With a white-label DSP, you can ditch all other DSPs that you currently work with and join one comprehensive system that streamlines buying activities and organizes partners.

When you create white label network, you can connect DSP and SSP partners of your choice and set up an exclusive trading marketplace. White-label DSP meanwhile, enables you to connect custom SSPs via API - that’s why you don’t lose partners you work with. Furthermore, you extend them when you tap into the RTB ecosystem. 

This way the benefits of white label DSP boil down to the following points:

  • Obtaining bug-free time-proved technology that stands in the line with famous branded DSP platforms.

  • Ability to set your own branded demand-side platform and re-sell it to customers

  • Ability to customize your white label DSP solution and, if necessary, integrate custom SSP via API

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

  • The chance to utilize all the benefits of DSP for your own needs

  • A chance to get valuable user data transmitted from certain SSPs (in case you have an agreement in place).  

  • Making use of additional revenue from demand partners you have and demand you can potentially attract to your while labeling 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 white label DSP solution releases entrepreneurs from platform-building burdens associated with developing technology from scratch - no need to hire staff for coding, designing, licensing, and customization. These undeniable benefits stem from an advantageous white label business model but proprietary technologies of SmartyAds deliver even more benefits and comforts for entrepreneurs who plan to bring digital advertising in-house. 

  • Intuitive front-end user interface

If navigation on some advertising platforms looks like you operate, well, space shuttle, it’s definitely not about SmartyAds White label DSP. It is SaaS-based which means that owners do not need to overload their systems with additional software. The core capacities are unfolded at remote servers so you simply obtain access to your DSP platform via a unique URL. This way you can access and conveniently manage dashboard functions where you need them. 

  • Automatic updates

The demand-side platform is fully hosted, maintained, and regularly updated by our experienced technical professionals. This means that as soon as the new advantageous feature is developed, it will immediately arrive at your user interface. All essential updates are automatically performed in the background so you don’t have to think about employing staff when you need to scale.

  • Smart optimization with core programmatic bidder

Based on the smart ML and AI algorithms, our system manages to single out only the optimal impressions for advertisers. It means that decision-making mechanics are designed to find the perfect balance between inventory quality and cost. The proprietary bidder finds such impressions at real-time auctions and processes arrays of data in real-time to make bids on the right impressions. 

  • Precise targeting & abundance of ad formats

Set up 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, 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

Win rate optimizer and fill rate booster are the exquisite modules of SmartyAds DSP that make the platform’s performance even more advanced. While Win rate optimizer will tech ML algorithms on how to improve win rates in the future, fill rate booster will analyze statistics to let you act upon changes in fill rates. 

  • Ad spend pacer

No advertisers want their ad budgets to run away in a few days. That’s why we’ve developed ad spend pacer extension which protects you from overspending and helps you spend your money reasonably. The extension takes into account natural daily traffic falls and rises and evens out impressions according to these fluctuations.  

  • GeoEdge security 

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 quality of inventory. 

  • Customization and partner connection 

Apart from user interface customization we also support API modules that enable general bidder functionality. Via the bidding platform, you can also transmit the data from publishers in case you have a direct agreement with one of the SSPs. In the dashboard, as an admin, you can manage and monitor QPS rate, start and pause endpoints, and turn traffic to a particular user on and off. 


White label DSP is a technology that enables bringing entire programmatic platforms in-house without the tremendous time and financial resources invested in development. Your demand-side platform - your rules, that’s why the majority of advertisers who grow big sooner or later start to gravitate to opening their own advertising business. White label DSP platforms can work virtually for any agencies or enterprises that strive to purchase this software platform and resell it for their clients. SmartyAds makes it really easy for you to tailor and adapt platform functionality features according to your unique business objectives to make it look and work like your own media buying DSP solution. 

Create your own customized enterprise-level programmatic solution with our white label DSP.

Written by
Oleg Tymchyshyn, Head of SaaS Sales and Business of SmartyAds
March 2020