A white-label DSP is a pre-packaged advertising technology that marketers can purchase and fully customize to their own needs. They eliminate the need for interactions with third parties like ad networks, which gives marketers more freedom and transparency in campaign execution. Unlike a self-serve DSP where marketers are simply employing the solution in the ad buying process, marketers gain full ownership of the white-label DSP once it is purchased, and they can rebrand the programmatic system as they wish. From creating custom target segments to custom performance tracking metrics, marketers are provided with flexible resources that can be scaled in a variety of methods.
Using a white-label DSP can be extremely cost-effective and provide security in the long term if used correctly. Because brands now own the platform rather than having signed up for it, marketers can build their own system from the ground up while leveraging the technical benefits of the software. As campaigns are executed, they can tweak the interface, parameters, and traffic settings without limitations and ultimately mold it into the shape that best fits their brand.
Another remarkable feature of white-label DSPs is their flexibility with supply-side platforms (SSPs) integrations. SSPs are the technology platforms where publishers manage their ad inventory and connect with DSPs to sell ad spaces programmatically. With self-serve DSPs, marketers have no control over which SSP gets linked to their account, so they end up using multiple DSPs to gain access to different SSPs. In this process, it is highly unlikely that every DSP gets paired with a unique SSP, and the overlap is inevitable. These self-serve DSPs generated by a single brand end up competing for bids against themselves, cannibalizing the chances of ad delivery and significantly reducing marketing productivity.
On the other hand, white-label DSPs allow marketers to choose custom SSPs and manage multiple campaigns in one centralized dashboard. They are allowed to connect as many SSPs of their choice as they want, all into a single account. Hence, white-label DSPs streamline the campaign execution process incredibly and bring an exclusive marketplace that maximizes traffic diversity.
Essentially, a white-label DSP is a variation of a self-serve DSP with extra benefits and features, but that does not necessarily mean white-label DSPs are always better. Depending on the circumstances, such as the marketing budget and what type of data needs to be collected, a self-serve DSP may be more suitable.
Using a white-label DSP is generally more beneficial in terms of gathering more extensive data, having a curated solution that knows the optimal route to success, and ultimately contributing to ROI improvements. Large-scale companies that invest a lot in marketing and rely on ad campaigns for brand development should use self-serve DSPs. They are able to employ their own branded solution which keeps consistency across ad platforms and strategies, and the brand can perform curated measurements that are specific to their goals.
Self-serve DSPs also bring flexibility and transparency to ad management, allowing marketers to independently operate the ad buying process without interference from external parties. Compared to white-label DSPs, they do provide a limited amount of data and customization features like selecting SSPs. However, this can actually be a benefit to some as marketers do not have to invest time into evaluating and deciding on SSP partnerships, and the software automatically identifies the most effective traffic source for the campaign. Furthermore, as much as there are powerful advantages to white-label DSPs, the cost of purchasing one can be expensive for smaller brands that do not have a convenient budget. For those brands, self-serve DSPs are the best alternative that performs almost identical functions.