White-Label RTB Platform
A white-label RTB platform lets you run real-time bidding as your own business: your brand, your partners, your margin. GoAdserver is the RTB server underneath. It answers bid requests, sends them out, runs the auction and counts everything, for an ad network, an ad manager or a pure programmatic company.
What you can run on it
- An RTB ad network: your publishers’ ad zones and your advertisers’ campaigns, with outside bidders filling what your own demand doesn’t buy. See the white-label ad network.
- A sell side: offer your inventory to outside DSPs and SSP networks, see the white-label SSP.
- A buy side: let your advertisers bid on other exchanges’ traffic, see the white-label DSP.
- An exchange: resell partners’ requests to your buyers for a margin, see the white-label ad exchange.
- Header bidding for publishers who run Prebid or want one auction call per page, see header bidding.
All of it is one platform with one set of statistics, so you can start with one role and add the next without a migration.
How the RTB server handles a request
- Filter. Bots and blocked domains are removed first; they never reach a buyer.
- Your own campaigns compete. The best ad from your own campaigns is picked by targeting and price (see how ad selection works).
- Bidders get the request. Each connected bidder receives the visitor’s device, country and language, the site’s domain, page and categories, and the impression with its sizes and a floor: at least the price of your own best ad.
- The auction. Bids under the floor are dropped. First-price or second-price per feed; a local CPM campaign that beats the best bid by more than 10% keeps the impression.
- Counted. Requests, bids, wins, response times and errors per partner go into the RTB statistics.
Zones with campaigns assigned directly, and direct deals, skip the auction, so placements you sold stay sold.
Built for real traffic volumes
- Bid requests go out to all bidders at the same time, each with its own timeout.
- A bidder that keeps timing out is skipped automatically until it recovers.
- No-bid capping: when a bidder keeps not bidding on a country, an ad zone or a visitor, it stops receiving those requests for ten minutes instead of being asked again and again.
- A QPS limit per campaign caps the bid requests per second a bidder receives.
- The ad decision itself takes under a millisecond; the auction time is the bidders’ response time.
Partners in minutes, not projects
Save each partner once as an RTB network with its protocol, currency, time zone and timeout. Partners connect over OpenRTB 2.6 or the simpler JSON and XML feeds many pop, push and mail-click partners use. Each feed gets its own endpoint with a token; pause it and it answers every request with an empty response at once. The built-in endpoint tester sends a test request with the ad type, size, domain, page URL and floor you choose, or the partner’s own sample, and tells you whether the answer was a bid, a no-bid, an HTTP error or a network error. Hand partners the RTB integration reference: request and response examples for banner, video, native, push, pop and more.
Bidding logic your clients can use
Advertisers bid with targeting by country and region, device, operating system, browser, language, connection, ISP and time of day. Bid rules let one campaign bid different amounts under different conditions: an ordered list of rules on geo, device, OS, browser, zone, domain, carrier, language and hour, where the first matching rule supplies the bid. One ruleset can be reused across many campaigns and tuned in one place.
Reporting that shows who pays
RTB statistics group by date, campaign, country, ISP, domain, ad space, RTB network, ad type, device, OS, browser or connection, hourly to monthly, with an error breakdown one click away for any row. SSP statistics show requests, bids, wins, timeouts and revenue per partner; where a partner’s own reporting is connected, its figures sit next to yours.
Your brand, end to end
Your panel runs on your domain with your logo and colours, and ad-serving and RTB endpoints carry your brand. Partners and clients deal with your company; GoAdserver is the technology underneath. More on that: what white-label ad serving is.
Frequently asked questions
What is an RTB ad network?
An ad network whose impressions are also auctioned in real time: your own advertisers compete with outside bidders for every impression, so each one goes to whoever pays most.
Do I need a separate RTB server?
No. The RTB server is part of the ad server: the same request that picks your own ad runs the auction.
Which ad formats work over RTB?
Banner, native, video, push, pop and pop-under, full-page interstitial, mail clicks and redirects.
How do I stop a partner that sends bad traffic?
Pause its feed, narrow its geo and traffic filters, or switch on the optimiser, which blocks or lowers bids for sources inside the feed that underperform.
What does it cost?
RTB is part of the GoAdserver platform; see the plans on the pricing page, or talk with our team about your volumes.
Documentation
SSP campaigns, buying with your own bidder (RTB), bid rules, RTB statistics and the RTB integration reference. Product overview: RTB ad server.
Want to see it with your own partners? Talk with our team or compare the plans.