White-label ad exchange platforms: Key features to look for

Digital advertising is developing at the speed of light, and things like Attekmi white label ad exchange are becoming an integral part of ad operations. These customizable platforms allow businesses to build their branded ad exchange exactly how they want.

It’s an opportunity to take full control of managing ad space, monetizing websites, and so much more without having to build everything from scratch. But not all white-label ad exchange platforms work in the same, of course. So in this guide, we will discuss the key features to look for.

What is a white-label ad exchange?

Basically, a white-label advertisement exchange is a pre-developed platform that lets people buy and sell ads. There is just one difference that makes this platform a “white-label” one—you can brand it as your own.

This means that you as a business owner will have a fully functional ad exchange without developing it from scratch. That’s the beauty of white-label solutions: you get to put your logo on them, customize the UI, and make the whole platform feel completely your own.

Key features to look for in a white-label ad exchange platform

Of course, different companies will have different options for ad exchanges that are white-label, like the ones a team at Attekmi offers. But do you want in such a platform? Here is a list of key features to look for.

Custom branding and UI/UX design

The whole point of going white-label is to create something that will be your own. So, the very first thing you should look at is whether the platform allows for complete customization of branding.

Besides adding your logo, would you be able to make changes to the color scheme? Can it offer flexibility in UI/UX design? Besides looking great, a well-designed platform is easy to use. It is a pre-developed option, but it should make sense to you.

Advanced targeting and audience segmentation

Targeting is key in programmatic advertising. An advertiser wants to reach the right audience, so it should be easy to do so through an ad exchange platform, white label or not, offered by Attekmi or another team.

“Advanced Audience Segmentation” means targeting users based on demographics, behaviors, interests, location, and other relevant data. The more precise the targeting, the better the ads are going to do—the more likely the clients will be sticking around. After all, who doesn’t want a good ROI?

Real-time bidding (RTB)

If you want to stay competitive, your ad exchange needs to have real-time bidding. It will allow advertisers to place bids for ad space the very moment a webpage loads.

A good RTB provides good value for money. It generates maximum revenue for the publishers by selling to the highest bidder in real time. Make sure that your platform has a solid RTB process so that transactions happen fast and without hitches.

Analytics and reports

“What gets measured gets improved,” a wise man once said. That’s why analytics are really important for any advertisement exchange platform. It should provide detailed reporting to let you and your clients track the performance of the campaigns.

Look for dashboards that show key metrics. Those could be impressions, clicks, conversions, and ROI. Being able to track the performance data is key to providing value to clients.

Fraud detection and prevention tools

Unfortunately, ad fraud is a part of the digital advertising space. From bot traffic to click fraud, these can hurt advertisers. This is why you need a platform that has built-in fraud detection and prevention tools.

The tools should be designed to detect suspicious activities: abnormally high click rates from specific sources, and block fraudulent traffic, for example. This will keep your advertisers secure and your reputation spotless.

Integration with DSPs and SSPs

A balanced combination of demand and supply is necessary for a healthy platform. So, you will want to ensure your platform integrates with Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs).

The integration with DSPs allows the advertisers to have more ad inventory. At the same time, SSPst will allow publishers to fill their available ad spaces. The more connections you have, the more ad opportunities you are able to offer. The better monetization for all parties involved!

Data privacy and compliance

It goes without saying that with increased regulation over data privacy—for example, GDPR and CCPA—it’s very important to comply. A good platform should arm you with the tools to handle user consent, and sensitive data responsibly.

You should be transparent with your users about how you use their data. Otherwise, you might face major fines, and it can make a dent in your brand reputation. So, data privacy features should be one of the things you definitely check for.

Scalability and flexibility

You probably have plans to scale your business in the future. When you choose a pre-made ad exchange from a white label, you’ll need to make sure you find a platform that will scale with your growing business. Maybe you’ll want to add more features, expand to different formats, or handle more traffic—your platform should develop alongside you.

There is also a matter of flexibility. How easily can you make tweaks to your site in response to particular requirements? The more flexible the platform, the better it will serve you.

Customer support and maintenance

And for our last point: don’t underestimate the power of customer support! As well as the fact that good timely maintenance can do wonders.

Things inevitably go wrong. It’s just part of running any tech and business. But when they do, you want to know that there’s a team ready to help you. So look for a solution that will be able to provide 24/7 customer support and regular updates.

Find the solution that suits you

The decision to go for a white-label option of an ad exchange platform is an efficient one, but you’ll need to come in ready. There are crucial features that you need to find the best possible solution that will meet your business needs.

Everything plays an important role in your future platform. It will need to deliver value to you and your clients. Take your time, consider your options, and start building a branded ad exchange that will meet all your requirements.

Featured image credit: Sergey Zolkin/Unsplash