White-Label SSP
A supply-side platform (SSP) sells impressions to many buyers at once, so every impression goes to whoever pays most. With GoAdserver you run that SSP under your own brand, for your own sites or for every publisher in your network, next to your direct deals and your own campaigns.
Three ways to bring buyers to your inventory
- Connected bidders. Outside DSPs are saved as RTB networks. On zones that use RTB, each of them gets a bid request for every matching impression, with your own best ad’s price as the floor.
- Selling campaigns. Send your ad zones’ traffic to an outside SSP network: one partner URL for all traffic, one URL per ad zone, or use the partner inside your Smart Zones. You set the share of the partner’s bid you pass on; the rest is your margin.
- Buyers that call you. A partner that wants to buy your traffic over RTB gets a feed with its own endpoint and token, its own geo and traffic filters, and a first-price or second-price auction.
Floors that protect your rates
Your own campaigns and direct deals always compete for the impression first. Outside bids must beat the price of your best own ad, on top of the floor prices you set, and bids under the floor are dropped. Placements sold as direct deals skip the auction completely. Combine ad network codes and RTB in one zone with SmartZones, and every impression goes to the best-paying source.
Every format your publishers sell
Banner, native, video (VAST), push, pop and pop-under, full-page interstitial, mail clicks and redirects can be sold over RTB. Partners connect over OpenRTB 2.6 or JSON and XML feeds, and publishers who already run Prebid can send their auction to you server-to-server, see header bidding.
Know why requests were not sold
SSP statistics show per partner: requests, average bid floor, average response time, bids, wins, errors, timeouts, views, clicks and revenue, by campaign, country, website, ad zone, network or keyword, as a flat or tree view. Switch on Log skipped requests on a Selling campaign while you set it up, and the statistics also show requests that were not sent because the partner was timing out or not bidding at that moment. Where a partner’s own reporting is connected, its views and revenue appear next to yours, so differences show up before the invoice does.
Know where the buyers send your visitors
An RTB ad arrives from the buyer at the moment of the auction and is never stored, so ordinary ad scanning can’t see it. Switch on Scan landing pages of winning bids on a Selling campaign and the landing page of each winning bid is recorded with its country, device, operating system, browser and website, then opened by the Ad Scanner the way it was served. When a page is flagged, the network can block the bid source behind it. Details: scanning RTB landing pages.
Clean supply sells better
Buyers pay for traffic they trust. Bots and blocked domains are filtered before a request reaches a buyer, partners are asked to send the visitor’s own IP address and user agent rather than their server’s, so geo targeting and bot filtering stay right, and the domains you block are checked against every bid’s ad. A paused feed answers with an empty response immediately, so you can stop a partner without breaking anything.
From one site to a network
Start with your own sites as a publisher ad server, then give other site owners their own publisher accounts, earnings and payouts in a white-label ad network. The same platform can buy as a white-label DSP and resell partners’ traffic as a white-label ad exchange; the overview is on the RTB ad server page.
Frequently asked questions
What does an SSP do?
It offers each impression to many buyers in a real-time auction and sells it to the highest bid that clears your floor, instead of handing all traffic to one network.
Do my direct deals and own campaigns still come first?
Yes. Direct deals skip the auction, and outside bids have to beat the price of your own best ad.
How do I take a margin on a Selling campaign?
Set the share of the partner’s bid you pass on to your publishers; the rest of the winning bid is yours.
Can partners see their own numbers?
Yes. Each feed has a Stats API URL that shows that feed’s figures and nothing else, so you can give it to the partner.
Who can use Selling and Exchange campaigns?
They are part of the ad manager setup; buying feeds work on ad networks and ad managers. Your account manager switches on what your platform uses.
Documentation
Set it up step by step: SSP campaigns: buying, selling and exchange, Smart Zones, scanning RTB landing pages and the RTB integration reference for your partners.
Want to see it with your own partners? Talk with our team or compare the plans.