No minimum Monthly Fee, influence on Roadmap and Global Reach. What matters?

Operating a Demand Side Platform (or; DSP) can be complex and technical. But, when done right, launching and managing display advertising campaigns yourself can save a lot of money and resources. Operating a Demand side Platform can be done via a so called ‘self-serve’ account. There is – however – a more holistic and entrepreneurial way to operate a Demand Side Platform.

Some good DSP’s offer a White Label license. With this option, and depending on which partner you use, it’s possible to (fully) customize the platform appearance to your likes. It’s possible to place your logo, change the colors to the colors you prefer or implement a custom URL from where your clients can login.

It doesn’t stop there. Deeper customizable segments and options can make a significant difference regarding ‘winning’ that good advertiser (that is looking at multiple DSP options to deploy their programmatic advertising activities) which multiple competitors are chasing. In this blog we outline a few of those deeper functions (which Targetoo offers all):

• Custom pixels
  As any specialist knows, pixels (when used for tracking purposes) reveal the source code of the proprietary technology behind the White Label. Having the ability to use (and share!) pixels with only your company name in the code/URL can be essential.

• Becoming an activation/data partner
  Having a White Label DSP is one thing. Being listen in a DMP as an activation partner is another. Nothing is impossible.

• API
  Using your own interface and accessing campaign settings, managing them, having access to reporting and forecasting tools through an API is a need many White Label DSP enthusiasts have.

• Fully customizable colors of every section
  Targetoo offers not just the option to place your logo and change basic colors. Essentially every button, aspect and section can be customized.

• Ability to influence the roadmap
  Need a specific tool or function that the already capable DSP has? It’s possible that we develop, test and bring this new/desired function into life.

• Global reach
  Many DSP’s say they have ‘global reach’. But is this really the case? A significant amount of globally orientated adexchanges and SSP’s must be available to ensure this claim.

• Extensive Forecasting
  Forecasting tools can have a significant influence on the experience a user/client might have with your White Label. More than that, an extensive forecasting tool can greatly attribute in a demo you might be giving to your lead/prospect. For example, it’s possible to show hyper-local publishers (and their availability) in that specific city your lead/prospect resides!

• Suggesting and acceptance of new supply integrations
  Your client might want to use/buy specific inventory that a certain supply source (SSP or Adexchange) has. A good White Label DSP provider should give you the freedom to propose such new integrations.

• Deal ID’s
  Setting up deals with adnetworks or individual publishers is a must have. Deals provide transparency and it’s likely many of your customers are interested in having that capability when using your platform.

• Pricing, monthly minimums
  Most of the few White Label DSP providers that exist charge a minimum monthly fee. These usually start around $ 5000 a month. A good, honest and based provider does not uphold this. Targetoo does not charge a minimum monthly (spend) fee towards its White Label clients.

• Proprietary bidder
  Many DSP’s use bidders that are not proprietary. Meaning; another layer/another company is involved. Logically this affects pricing. Using a platform that has its own, proprietary bidder is very important.

As you can see, many factors can determine if you are obtaining a strong White Label Demand Side Platform. Generally speaking, relying on a capable, if not the most capable DSP – is recommendable. Logically, we/Targetoo feel that we are offering exactly that. Reach out for a demo or questions.