Finding a White Label Ad Server

What is an Ad Server?

A Programmatic “TV Campaign” has evolved significantly in the new age of digital advertising. It is now possible to make better and faster decisions for your business using the dynamic reporting of today’s advanced programmatic advertising platforms. The majority of display ads are fed through programmatic channels, meaning the automation of the purchase and sale of all kinds of digital content with real-time bidding.

It is essential to understand how optimizing your display advertising strategy with a white label server’s analytics improves campaign management for your business. But first, one must understand what an ad server is, and the difference between private and white labeling. Such knowledge includes the basic definition of ad networks and the answers to the most common questions of legality in white-label advertising.

What is White-Label Advertising?

White labeling advertising means a product or service made by one company but rebranded and sold by a reseller company. Large corporations have used this manufacturing and marketing practice for a long time. The business practice is one of partnering with a manufacturer of a popular name brand product manufactured elsewhere but making it appear to be their own. New technologies like the white label ad server allow start-ups and smaller companies also to take advantage of re-brandable, re-sellable items and services. White Label advertising campaigns enable companies to build their brand directly. Ad servers are vital to reselling other companies’ offerings as your business’s product and optimizing efforts to reach your end consumers.

Why use White-Label?

Corporations seeking to launch effective ad campaigns use many methods and channels to reach their audience. For many, it is a jungle of options very challenging to traverse with utmost confidence. But with the right knowledge, managing your advertising becomes more navigable. As mentioned, one essential piece of the advertising puzzle is the Ad Server. There is no better solution for enabling your company to achieve better tracking and monitoring of ad campaigns with real-time information.

An Ad Serving Platform is simply a technology that serves digital marketing ads with sophisticated audience targeting. It helps streamline what is otherwise the long, convoluted process of the traditional workflow. An Ad Server optimizes the management of ad campaigns and all related reporting from a centralized point, using marketing automation for the distribution of ad campaigns. In other words, it is a holistic solution to marketing intelligence, using many formats across multiple formats. The use of an Ad Server allows better optimization of the measurement and reporting of relevant insights so that your company can make the most of your data. 

Is White-Label Advertising Legal?

The white label ad server is powerful, intelligent software that uses an auction process to bid on inventories, making the buying and selling of ads more reliable and cheaper. If the server is a “white label” service, then the company is using its professional name and logo instead of displaying the version used by the actual manufacturer or servicer. Such programmatic advertising software is capable of making instantaneous decisions based on complex algorithms to determine what shows on a website, all the while collecting and reporting real-time data. This generates powerful tools to monitor and gain insight into your business.  

A white label business is one that rebrands, produces, and advertises products and services created by one company yet sold by another. But many worry whether or not white label advertising is legal. If one were to re-skin some other company’s product without permission, then it is illegal, as is stealing the intellectual or physical property of any corporation or individual. But when one follows the proper legal advice and conducts themselves professionally, White Label advertising is legitimate.

White label advertising is an (entirely legal) best practice for many companies, so long as one has permission to rebrand and repackage a good or service via a written agreement with the manufacturer. There’s nothing inherently illegal about re-skinning or repackaging something produced by one company and rebranding by another in distribution and use. It is a common practice, and one very often used to facilitate strong inroads with brand-loyal customers.   

Understanding the costs, choosing the products, and defining your target market is the beginning of the process. As a white-label supplier, you are rebranding a product or service distributed by your chosen manufacturer, which likely sells to many such suppliers who also resell their products under their brands. A private label, in contrast, is exclusively sold by a specific retailer. A third party manufactures its brand labels, but their goods and services are sold by a retailer using its unique packaging. 

How Does It Fit Into Programmatic Advertising?

All display advertising is becoming programmatic because of the inherent flexibility of that approach in the configuration of ad campaigns. Most advertisers choose to create advertising networks themselves, partnering with supply and demand firms who offer programmatic solutions. A demand-side platform, or DSP, facilitates the purchase and management of ad inventories from many ad sources using one interface. An advertising network is built through the collection and aggregation of information from firms seeking to sell their advertising space to advertisers. Once programmatic digital ad niches are identified, all of the specified details of each transaction are transmitted from the Ad Server to the ad-space seller’s website.

An Ad Network is composed of the demand side and the supply side. On the demand side are the advertisers and agencies using demand-side platform software to automate programmatic media-buying within the parameters of their ad campaign. On the supply side are the media owners who participate in the process through publishing inventory placements in a real-time bidding war with their supply-side platforms (SSPs), another kind of programmatic software designed for media-publishers. The Ad Network itself is like a broker, the intermediary collecting and aggregating inventories, handling transactions between the publishers and advertisers.

To get in on the action, you’ll have to define your pricing model. Define your niche consumer base, geographic locations of operation, and select your partner for ad serving, data processing and analytics, real-time bidding, and ad serving. The acronyms and jargon run deep in this field and can seem overwhelming; SSPs, DSPs, PMP, RTB, etc. However, the process can be navigated with proper research, planning, and implementation. And, of course, enough money to get the ball rolling, but the white label solution does help reduce costs as a ready-made solution. It is imperative to research all possible options and make the best choice in choosing your partners and technologies, as there is much competition. Lumenad.com is a great resource for more information.

Now What?

What you are reading about is the future of advertising, and everything is going digital. It is no longer about just advertising on TV, but any display in the mobile world, and the audience potential in that field is vast. Digital ads display on desktop computers, popping up in web browsers in millions of websites every day, or are embedded in retail stores demonstrations and other kinds of presentations. The growth of this kind of advertising is inevitable and is well documented as a powerful tool to utilize in this age of intense competition where the signal to noise ratio is incredibly high across the vast advertising potential of the world wide web.

In fact, according to the IDC, “spending on real-time-bidded display advertising will accelerate at a 59% compound annual growth rate through 2016, making in the fastest-growing segment of digital advertising over the next few years.”