Ad tech is complex, sophisticated and must be result oriented to satisfy fickle and demanding customers. Managing the operations requires the use of an ad-tech platform of which there are quite a few available in the market. It is necessary to handle the intricate web of publishers, ad-exchanges, demand side and supply side platforms and advertisers. Then there is the all-important user data. Using a third party platform does have constraints whereas white label ad-tech gives you more freedom and flexibility as well as other benefits.
An ad-tech platform, given all the functions it must be capable of, is expensive to develop from the ground up. The white label ad-tech platform is cheaper. You can deploy it faster. All it needs is to incorporate your company’s graphics, logo and color theme plus more customization and benefits depending on the user category.
Advertisers
Advertisers see significant gains when they opt for white label ad-tech. They get better operational control and transparency in media runs while being able to integrate programmatic and CRM. Their media costs reduce which means they can spread ads across more publishers.Agencies
Similarly, agencies benefit by way of better control over operations and the facility to scale brand campaigns effectively while gaining better insights into target customer behaviors.Publishers
Publishers have more transparency and can monetize inventory better when they have a white label program in place. They can easily scale ad formats and experience noticeable gains.While these are cogent reasons there are more convincing reasons to shift to white label ad-tech.
Freedom and cost control
With in-house ad-tech you have full freedom and control on setting payment terms, quality of service and positioning. You can appoint resellers, for instance, on your terms and decide on CPC, CPM or CPI models the way you want. The entire chain has a payment of commissions or margins or development costs. With your own platform you can see precisely how much you are paying to each party and take decisions to optimize your campaign for cost reduction. In time you can build your own exclusive channel of partners. Plus, you can, to a certain extent, prevent click fraud and domain spoofing, which are common occurrences.Programmatic is growing and automation with algorithms is the way to go. Competition is keen and results matter. With your own in-house solution you have full control and full freedom over supply and demand side platforms as well as the all important data part. White labeling improves not only your areas of operations but also your branding in the marketplace. You can, in time, conduct more and larger campaigns on your terms. You also have speed determined by algorithms and can respond to queries faster as well as take quick decisions to deploy ads.
Developing software from scratch is expensive and prone to bugs that will take time to fix and your customers leave. White label ad-tech is proven and helps to improve ROIs as well as the quality of service that gains you the loyalty of your customers.
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