What Is a White Label Ad Server and How Does It Work?

The programmatic advertising ecosystem involves numerous participants, including but not limited to demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, and ad servers. 

Being often confused with exchanges, ad servers play a crucial role in programmatic marketing. However, what are they responsible for? What are white label ad servers, and why should you use such a solution? 

At Attekmi, we have solid experience with diverse components of programmatic advertising, and ad servers are on the list. Relying on your knowledge, we will have a white label ad server explained in this guide. Keep reading to find answers to all the above-mentioned questions, and not only.

A white label ad server offers customization opportunities so that the solution can be tailored to your needs.

With a white label ad server, you gain greater control over your operations.

Choosing a white label ad server is a cost-effective way to launch such a solution since you do not have to build it from scratch.

Integration capabilities of a white label ad server play a crucial role since you will have to integrate the solution with your existing systems, analytics tools, and other platforms.

What is a white label ad server?

Let’s start with the definition. So, an ad server is a platform that helps manage ad campaigns, stores and serves advertising content, and gathers statistical data.

What is a white label ad server? Such a solution carries out the same duties, but it can be tailored to the needs of your business. 

Note that many demand-side platforms (DSPs) are bundled together with advertising servers, enabling programmatic media buying. However, the ad server on its own is not enough to connect to the programmatic ecosystem. It is mainly used for direct media buying. 

How does a white label ad server work?

Note that in programmatic advertising, there are two main types of ad servers:

• A first-party ad server is used by publishers to manage the ads they display on their websites and apps. This way, publishers have full control over ad placements.

• A third-party ad server is used by advertisers to upload creatives and manage campaigns across multiple publishing sources. Just like publishers, marketers gain greater control over their operations.

Both types of servers provide users with important statistical data, and if it is a white label solution, it is branded and may have some custom features. In comparison with ready-to-use software, a white label ad server platform gets tailored to the owner’s needs.

To clarify the main principles of work, let’s review the key scenario elements on the example of a user visiting a website.

White label ad server vs. self-service DSP: what’s the difference?

Both white label ad servers and self-service demand-side platforms (DSPs) enable marketers to manage their campaigns. So, what is the difference between these two solutions? Let’s explore.

Note that there is no right or wrong choice – everything depends on your goals. An ad server is more suitable for those who want to launch their own platform and get ultimate control over ad operations. In turn, a self-service DSP is a good choice for those who strive for automation, as well as for agencies launching and managing third-party campaigns. 

Benefits of using a white label ad server

Let’s review the key benefits of leveraging a white label ad server:

Full control over ad operations

With a white label ad server solution, you are in full control of everything: you select the publishers you want to cooperate with, set everything up, and so on. Yes, this may require more time than when you rely on the automation capabilities of a demand-side platform. However, with your own ad server, you specify all the settings according to your needs and deliver your ads via exactly those publishers who can provide you with the best results.

Customization opportunities

While self-service and ready-to-use solutions cannot be customized, a white label platform allows for UI personalization, so that your ad server looks like it was developed by your brand. In addition, you can usually request a white label feature for ad server (or features), so that the solution will meet your needs in full. Customization, especially when it comes to feature development, may take some time, but this is still a much faster process than developing an ad server solution from the ground up. 

Moreover, since your solution is branded, you can also offer it to your clients and maximize ROI. 

Cost-efficiency

In comparison with a self-service DSP, setting up advertising campaigns requires more time. However, in terms of development, the process implies ultimate cost-efficiency. Instead of building an ad server solution from scratch, you can enter the market in the shortest time possible. This way, you save both time and money. 

Scalability and flexibility

A white label ad server is flexible and easy to scale. This way, your platform can handle the amount of traffic that you need and grow together with your business. In turn, with ready-to-use and self-service options, this can be a challenging task.

Detailed analytics

Ad servers provide statistical data on their own, but if you prefer a white label approach, you can request even more advanced analytical features. This will allow you to make data-driven decisions and enhance your strategy in a more effective way.

Ease of integration

The right AdTech provider will help you integrate your white label ad server solution into your existing processes and systems seamlessly. It will become a part of your business as if it has always been there. Besides, a server can be integrated with third-party demand and supply-side platforms, which will empower you to overcome the potential limitations of direct media buying.

Dedicated support

Besides, you do not have to worry about platform maintenance – the provider’s team is responsible for its updates and competitiveness. Therefore, you can focus on your core tasks. Apart from this, you can count on continuous support, which makes a white label solution a great choice even in case you lack prior experience with ad server platforms.

Who should use a white label ad server?

As you already know, getting a white label ad server is a good choice for advertisers who want to have ultimate control over their ad operations and purchase ad space directly from the publishers they select. However, such marketers are not the only ones who can benefit from a white label solution. Let’s find out who else can use such a platform.

Publishers

A white label ad server for publishers enables them to manage and optimize their ad space under their own brand, which can help maximize revenue. Such a solution allows media owners to offer a branded and premium ad serving experience – this can help to attract more advertisers and build long-lasting relationships with them. 

Media buying teams

With a white label ad server, media buying teams can provide a branded and more sophisticated experience to marketers they cooperate with. For teams, this means greater efficiency and increased revenue.

Agencies

For agencies, getting a white label ad server implies an opportunity to offer something new to their clients, which is a way to generate an additional revenue stream. Apart from this, agencies can use such solutions to expand their own media buying or inventory monetization capabilities – everything under their own brand. 

AdTech startups

For AdTech startups, resources play a crucial role. The faster they manage to get to the market, the better. Fortunately, this becomes possible with a white label ad server solution. Choosing it implies minimized development costs, rapid market entry, and ease of scalability. 

Businesses searching for a branded solution

While a ready-to-use ad server solution may be enough for some companies, a white label option allows for gaining trust and loyalty. A business gets a branded ad server with its own logo, colors, and even custom features. As a result, this helps a company maintain a consistent image across all the services it provides. 

Ad networks

Ad networks, acting as intermediaries between publishers and advertisers, can also benefit from such a solution. Networks aggregate ad inventory from a range of media owners and offer it to marketers. With a white label ad server for ad networks, such businesses or platforms can deliver their services in a more effective way without the need to invest resources in development from scratch. 

Key features to look for in a white label ad server

So, what key features should the best white label ad server have? Take a look at the main capabilities of Attekmi’s solution to find this out. 

Complete customization

With a white label ad server solution, you must be able to customize everything: from the interface to the features. Attekmi’s platform empowers you to do this. First of all, your server will match the look and feel of your brand. Secondly, if necessary, our team will equip it with custom functionalities. Thirdly, we will integrate your preferred data providers into your solution. This way, you get an ad server fully tailored to your needs.

Support for all ad formats and environments

Modern digital advertising offers a wide range of ad formats and environments, and, whether you are going to use your server on your own or offer it to your clients, your solution should imply diversity. This way, you will have more ad buying or monetization opportunities.

Attekmi’s ad server supports banner, video, audio, native, and CTV ads, as well as desktop, CTV, mobile web, and in-app environments.

Anti-fraud protection

For digital marketers and publishers, ad fraud remains a serious challenge, so the right ad server solution must enable you to detect and prevent fraudulent activities.

Attekmi’s platform is fully ready to combat ad fraud so that you will have no difficulties with keeping your solution secure.

Advanced analytics and reporting

To understand the performance of your campaigns, as well as to detect both opportunities and weaknesses, you need your ad server to have advanced analytics and reporting functionalities. 

With a white label ad server solution from Attekmi, you gain access to all the statistical data you need, and even more. You will be able to track both metrics that reflect your goals and those that will help you see the whole picture. 

Support for RTB and header bidding

Real-time bidding (RTB) and header bidding are the most popular models in the programmatic ecosystem, so your ad server solution should support both of them for enhanced flexibility.

A programmatic white label ad server from Attekmi provides you with access to both RTB and header bidding so that you can purchase or sell ad inventory in the most convenient way for you. 

Accurate targeting

Whether you are buying or selling ad space, precise targeting is key to effective and profitable operations. Therefore, an ad server solution must have advanced targeting capabilities to help you match with the right supply or demand.

Attekmi’s platform supports geo targeting, location-based ads, custom targeting, etc. 

Integration with other tools and platforms

A white label ad server platform must be easy to integrate with all the systems you use at the moment and those you are planning to start leveraging.

At Attekmi, we will help you not only with vendor data-provider integrations. In addition, our solution can be integrated with third-party demand-side platforms, supply-side platforms, and analytics tools. 

Seamless scalability

At some point, you will be ready to expand your operations, and the right ad server solution should be able to grow together with your business. 

Attekmi’s white label ad server platform is fully ready to meet these needs and help your business reach new heights. 

How to choose the right white label ad server provider

How to choose the best white label ad server provider? First of all, outline your requirements and goals. This will enable you to start searching. After you find the solution that seems to be the perfect choice, it is time to make sure that this potential provider is the right choice as well. Here are the nuances to pay attention to:

• Pricing. Discover how much it will cost you to launch your platform. Keep in mind that pricing must be transparent – you should always know what you are paying for. 

• Time to market. Obviously, this highly depends on your specific requirements. For instance, if you need a few custom features, it will take you a bit longer to launch your solution. Ask your potential provider to estimate the amount of time the team needs to tailor the platform to your requirements. 

• Support. The right provider should be ready to help you with any questions, starting from initial consultations and onboarding, and ending with on-request assistance. 

• Update frequency. To keep the platform competitive, your potential provider should not only maintain it but also regularly update it with new functionalities. Therefore, check how often they update the product and ask what new capabilities will be released soon.

Keep in mind that it would be helpful to look for reviews on reputable platforms – this can help you make the final choice. 

Consider Attekmi your trusted partner

Attekmi is your trusted partner in any AdTech matter. Striving to meet any needs, we offer the following range of solutions:

• AdEx Basic – an entry-level ad exchange solution with basic functionalities.

• Ad Ex Plus – an enhanced version of AdEx Basic with some additional features.

• AdEx Enterprise – an ad exchange solution with advanced functionality and an ultimately scalable nature.

• White Label Ad Exchange – a fully customizable ad exchange platform.

• White Label Ad Server – a fully customizable ad serving solution.

With our ad exchange platform, Mobupps managed to achieve 371% ROI and 207% revenue growth. 

In addition, we offer the following services:

• Custom AdTech development – we are ready to bring your unique project to life.

• AdTech and Ad Ops training – we are here to help you enhance your skills.

• Ad Ops outstaffing – we can train an expert specifically for your business so that you can focus on your core tasks.

Ready to build custom ad server? Just get in touch with us!

FAQ