White-Label DSP

A demand-side platform (DSP) buys impressions in real time for advertisers: exchanges send bid requests, the DSP decides in milliseconds whether to bid and how much, and the winning ad is shown. GoAdserver gives you the bidding, targeting, reporting and advertiser panel under your own brand, so you sell programmatic buying as your own product.

Targeted advertising in GoAdserver

Connect supply

A DSP needs bid requests to buy from. Each exchange or SSP that sends you its traffic gets a Buying feed: its own endpoint with a token, its ad type, its protocol (OpenRTB 2.6, JSON, XML or JSON Bidder) and its auction type, first price or second price. Narrow what each feed accepts with geo-targeting and device, operating system, browser and carrier filters, choose which of your campaigns may answer it, and check the partner with the endpoint tester before real traffic flows. Your own publishers’ ad zones and direct deals can sit next to RTB supply, so advertisers buy from all of it in one place.

Your advertisers’ campaigns do the bidding

When a request arrives, the campaigns that match it compete and the best one answers with its bid and its ad. Advertisers target by country and region, device, operating system, browser, language, connection, ISP, time of day, content category and retargeting audiences, with frequency capping, allow-lists and block-lists, and pay on CPM, CPC or CPA. Creative pools rotate several creatives and landing pages and send traffic to the best performers.

Bid rules instead of one flat bid

With bid rules a CPM or CPC campaign bids different amounts under different conditions. A ruleset is an ordered list: each rule combines conditions on geo, device, OS, browser, zone, domain, carrier, language and hour with a bid, and the first rule that matches supplies the bid. Pay more for your best country and hours, less for the rest, and leave out what you don’t want; one ruleset can serve many campaigns and is tuned in one place.

Advertisers with their own bidder

Some clients already run a bidder. An RTB campaign sends their endpoint a bid request for every matching impression on your network: the visitor’s device, country, site and ad slot with a floor. Their bidder answers with a price and the ad. They pick the ad type and sizes, first-price or second-price, the RTB categories sent with each request, and an optional QPS limit so their bidder isn’t overloaded. Budget, geo and traffic targeting work as for any campaign. Step by step: how to buy traffic with your own bidder.

Stop buying what doesn’t work

  • Use Optimiser on a feed blocks or lowers bids for sources inside it that underperform, by discrepancy rules you set.
  • The Source Optimizer finds the sources that hurt CTR, CPA or bounce rate.
  • Conversion tracking with postbacks and conversion APIs, so bids follow results, not clicks.
  • Billing on the exchange’s billing notice (burl) for partners that bill that way, so your counts match theirs.

Reports by exchange

RTB statistics show requests, bids, bid rate, wins, win rate, average floor, timeouts, errors, views, clicks and spend, grouped by campaign, country, domain, ad space, RTB network, device and more, from hourly to monthly. Click any errors cell for the breakdown by error code. Ready-made RTB reports chart traffic against bids per day, per campaign and per country. Advertisers see their own real-time statistics and top up inside your panel.

How to start

Brand the panel, connect your first exchange, decide floors and formats, switch on fraud filtering and ad scanning, and test conversion tracking with a test campaign. The full checklist: how to start a white-label DSP. The same platform can also sell inventory as a white-label SSP, resell traffic as a white-label ad exchange and run the whole RTB platform; the product overview is the RTB ad server page.

Frequently asked questions

Why use a white-label ad server for a DSP?

Because the hard parts are already built: bid handling at volume, targeting, bid rules, fraud filtering, reporting, billing and an advertiser panel. You bring the supply partners and the clients, under your own brand.

Which exchanges can I connect?

Any partner that sends bid requests over OpenRTB 2.6, or over the JSON and XML feeds common for pop, push and mail-click traffic.

Can advertisers bid with their own bidder?

Yes, with an RTB campaign: their endpoint receives bid requests for your traffic and answers with price and ad.

How do I charge advertisers?

On CPM, CPC or CPA, with a margin on media, as managed campaigns or self-serve. The platform cost is a monthly plan; see pricing.

Which formats can a DSP buy here?

Banner, native, video, push, pop and pop-under, full-page interstitial, mail clicks and redirects.

Documentation

SSP campaigns (Buying feeds), RTB campaigns with your own bidder, bid rules and RTB statistics and reports.

Want to see it with your own partners? Talk with our team or compare the plans.