White label ad exchange - Admixer blog

Admixer Launches RTB Stack: A White-Label Ad Exchange Platform

Author: Irina Kostiuk, Business Development Executive
27 May 2021

Admixer is introducing RTB stack —  a white-label ad exchange that can accommodate any media trading needs. Now, you can build your own programmatic ecosystem, seamlessly connecting supply and demand, without worrying about endless tweaks. 

RTB stack was not created from scratch, it is a technology behind Admixer.SSP, one of the top 30 SSPs in publishers’ trust. Through the years our SSP team perfected the platform, refined anti-fraud capabilities, and streamlined integrations. Now, Admixer is finally ready to share this technology with the world and provide a media trading stack with full transparency and control. 

What is a white-label ad exchange? 

With RTB Stack, companies get an ad exchange platform individually tailored to their brand identity, with an ability to give out white-label dashboards for stats and connect an unlimited number of SSPs and DSPs 

Creating your own ad exchange requires not only traffic and data expertise but also a tech layer that will provide analytics, reporting, and the wealth of integration to connect various partners. Crafting such technology from the ground up requires an excruciating amount of development resources and time. Thus, it is much easier to run your media trading business on white-label technology. 

What problems can RTB stack solve? 

One platform instead of many 

RTB stack can be used as a universal platform, since it supports all the existing ad formats with equal efficiency, including video, audio, rich media, and native ads, across the web, CTV, and in-app through a single platform. The demand partners may be integrated via oRTB or VAST, while supply-side partners can be added to the ad exchange through oRTB, header bidding, VAST tags, or SDK.

Frequently media traders use a couple of platforms for different inventory. More platforms in rotation mean more time and resources to consolidate reports, check discrepancies, etc. One stack for all media trading needs would be a more cost-effective approach than juggling multiple platforms and battling discrepancies and fragmented reporting. 

Full transparency and control 

In the RTB stack, there are reports specifically for incoming and outgoing traffic transferred to DSP partners. This division allows more flexible traffic analysis, helps in deep optimization and inventory management.

RTB stack has reports with an option of multi-level nesting which allow you to get the most detailed status of 12+ filters (DSP, SSP, Endpoint, Geo, Ad Type, Format, Environment, Platform …) and up to 20 KPIs (Requests, Bids, Rejected Bids, Imps, Revenue, Timeouts, No bids, Win Bids, Lost Bids, Average Floor).

Another advanced feature of the RTB stack is creative performance reports. With them, you can scrutinize DSP partner advertising campaigns: analyze which creatives have a demand for traffic, what are the average prices of each of them, determine the targeting of campaigns, and then based on this information optimize outbound traffic to save server costs and provide more relevant traffic to partners.

Programmatic instruments

The introduction of oRTB was a major breakthrough for media trading, yet today having only oRTB behind your belt is not enough. New forms of programming are taking over the market, particularly private marketplace and programmatic guaranteed deals. 

These media trading methods imply that inventory never enters the open marketplace and is instead offered to a selected group of advertisers in a separate auction. Advertisers are hungry for brand-safe inventory, and private marketplaces can deliver impressions from premium publishers and niche content resources with data-rich segments. 

Private marketplaces and guaranteed deals require supporting technical infrastructure- Deal IDs capabilities, which you can find in the RTB stack. 

White-labeling technologies of Admixer.SSP 

Many vendors make grand promises about seamless integrations, while they are not actually backed by the experience of connecting demand/supply partners. That is not the case for RTB stack since it is a time-honored technology, tested and refined on Admixer.SSP. Take it from, Yaroslav Kholod, Director of Programmatic Operations at Admixer: 

Yaroslav Kholod, Head of Programmatic Operations at Admixer

In 2016, we created an Admixer supply-side platform. Since then, we have been expanding the best practices of working with advertisers and publishers, and as a result, connected the most trusted DSPs, SSPs, and ad exchanges. For four years we have been refining the platform: analyzed our work with optimization, leveraged anti-fraud capabilities, and enhanced control over ads. We invested a lot into technical infrastructure that today allows tracking real-time statistics and guarantees a low level of timeouts in ad trading with partners.

To sum up 

RTB stack is a solution that can accommodate any media trading needs, can be deployed within weeks, and put to use with comprehensive support and onboarding.

It is one stack that can be used for all inventory types, allowing you to save on fees for multiple platforms and avoid discrepancies and fragmented reporting. On top of that RTB stack provides full transparency, diverse report types, and uber detailed analytics, equipping media traders with everything they need for accurate traffic analysis. 

If you have any questions or need additional information on the RTB stack, please reach me out: ikostyuk@admixer.com.

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