White label platforms: Drivers of incremental revenue for ad networks and their partners

Driven by data, programmatic advertising exploded in popularity thanks to its ability to drive performance. Subsequently, the programmatic ecosystem has grown at pace - both in size and complexity. 

For ad networks (or any other part of the programmatic ecosystem) that has led to certain problems: how to provide a fantastic service to clients at a decent price; how to develop the necessary technology; how to stay ahead of regulatory developments; how to provide incremental revenue for customers. These are important concerns, and the truth is that for many ad networks out there, the barriers to success on many of these fronts are very high. 

Salvation comes in the form of white label programmatic platforms. These solutions allow ad networks the ability to scale in sophistication, scope and effectiveness, without the need to develop expensive technology, knowledge and tools in-house. In turn, networks can offer their clients incremental revenue, service expansion and expertise in a complex sector. 

What is a white label platform?

A white label platform is an off-the-peg programmatic product that allows ad networks to provide their customers with the necessary tools and features to buy and sell digital advertising. There are many different types of programmatic white label platform out there, catering for a wide variety of different needs. Whether you want to build a DSP, or create an in house API integration solution for the buying and selling of ads - there is a white label platform for that. 

These customisable solutions are popular because they do the heavy lifting for ad networks and their clients. They vastly reduce the cost, time and energy associated with building a platform, and provide a product that is future-proofed, fairly priced and plug-and-play. Limelight’s platform allows ad networks to curate, build and manage audiences at significant scale, connecting them to a huge new world of partners and supply partners. 

Why white label makes sense

The ease of integration, the fact that the technical aspects of developing a platform’s feature set is taken care of, and their future-proofed nature are just a few examples of the benefits a white label platform offers ad networks. Here are a few more: 

• Incremental revenue - Limelight’s white label platform allows ad networks to monetise web and in-app channels with a variety of cutting edge, rich media formats, including CTV, DOOH and native. The ability to drive incremental revenue is at the core of what the product is designed to do. As a result, the Limelight platform offers unlimited Queries Per Second (QPS). This means no irritating, expensive capacity limits on your bidding, making you more attractive to the demand side,  with fast ad delivery and an amazing user experience. 
• Bespoke design and fast access - Our platform can be entirely reskinned to match any company’s branding, making it a versatile offering that an ad network’s clients can quickly integrate into their brand world. Not only that, the platform takes just 48 hours to get up and running - significantly quicker than much of the competition.
• Smart integrations - Limelight’s platform integrates seamlessly into both the demand and supply side. With the former, the platform’s prebid demand footprint is the most advanced on the market, while for the latter we offer not only oRTB Endpoints, JS tags, vPaid and Vast, but also prebid Header bidding tags, as well.
• Contextual targeting - No one really knows what’s going on with cookie depreciation anymore, and many smart adtech providers have switched their targeting attention to contextual. This privacy-centric targeting method engages consumers at the right place and time, and is proving a highly effective method of reaching and building audiences. 
• Private garden - The likes of Google and Meta dictate so much of what happens in the programmatic space, and operating at their mercy can come with significant negatives. A white label programmatic product allows you to build your own walled garden, unlocking a world of potential with regard to harnessing first party data, ad revenue, personalisation and brand safety for an ad network’s clients.
• Customer support - Unlike many of our competitors, Limelight’s white label platform offers a wealth of customer support. Programmatic technology is complicated stuff, but every day our account managers help clients to make the most of the platform and drive the outcomes they want.
• Analytics, AI, IVT - A wide range of other features help an ad network’s clients get the best from the Limelight white label platform. These include granular campaign analysis, free invalid traffic (IVT) tools and the careful use of AI. We see AI as a useful tool that is best used to augment human experience, rather than a means to an end in itself.

Select the right white platform for you

Choosing the right white label platform is critical to success. We feel that customer support is one key element. The world of programmatic advertising can be highly technical and occasionally confusing, but our customer support team will help you navigate these waters and drive success.

Check with any prospective partners the number of features on offer, and how regularly they will be advanced and developed. Some platforms offer significantly more functions than others. It’s worth checking you’re happy with the features on offer and that you’re confident they will enable you to offer a dynamic, leading proposition while not forgetting that the ability to deliver solid scale is also important.

Also ensure the platform is easy to navigate and work with on a day-to-day basis, and that the solution offers attractive pricing models that augment your capacity. Finally, the platform must be future proofed regarding industry regulations, and deploy stringent data protection measures. 

Get started today

A white label product integrates seamlessly into a tech stack. It should augment an advertiser’s programmatic capabilities, and be a source of creativity and inspiration in their marketing activities.

Working with a respected, powerful white label product will help marketers manage their scalability and meet their ambitions without the time, energy, cost and technical know-how to hold them back. It will also help drive incremental revenues. With just a 48-hour setup process, it’s never been quicker to launch your own programmatic white label product with Limelight.

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