Key Evaluation Criteria Before You Buy White Label Ad Tech — Kritter

Kritter

A Programmatic Ad Tech Platform is made up of several modules, or we can say, it’s a combination of multiple platforms. Users may or may not need all of them. It is better to opt for a ready-to-use system and get it white-labeled, rather than think of getting it developed from scratch.

However, a White-Label Ad Tech solution must be evaluated carefully to ensure it suits your goals.

As mentioned, the Real-Time Bidding Suite that make an AdTech Platform includes:

1. Demand Side Platform
2. Supply Side Platform
3. Ad Exchange
4. Ad Server
5. Data Management Platform

First of all, to do white-labeling, there has to be a facility for a company to add its Logo, Color Themes, and incorporation of Domain/other URLs. Now, a company needs to evaluate these points beforehand:

• Financials — Cost of the entire platform, or of each module
• Customization — How far the company can go to customize features
• Maintenance — Periodic Server Back-up, support, service, and upgrades
• Control, Transparency, and Security — Complete data ownership and clear picture of the media buying process
• Scalability and Usability — Facility to upgrade/downgrade any module at any time and user-friendliness

Once the broad parameters are met then one can proceed with other recommended evaluations before going full-fledged White-label:

Campaign Setups:

• If there is support for Direct campaign and Third-Party DSP Campaign setups?
• Does the solution offer header bidding?
• Does it feature Advertiser API, Publisher API, and any other API access?
• Does it include RTB Exchange integration and connect Direct Publishers via Scripts?
• Does it allow sales through Direct, Programmatic, and Private Market Place (PMP)?

Usability:

• Can the company have a self-serve campaign manager?
• Does it offer customizable real-time dashboards, notifications, and report scheduling?
• Does it accept a variety of ad formats such as display ads, videos, audio, and other IAB compliant formats?
• Does it offer smart traffic routing and inventory intelligence?
• Does it have ML? That helps the solution become smarter and more efficient.

Tracking:

• Third-Party Click tracking, Impression tracking option, as well as integration with Third-Party viewability or fraud detection tool
• Does it offer Conversion Tracking by way of Pixels and S2S API URL?
• Does the platform support Conversion/Segment Pixel tracking and multi-step conversion tracking?

Billing & Reporting:

• Does the platform offer real-time eCPM optimization, cost/revenue optimization?
• If there is support for all billing/bidding models (CPM, CPC CPA)?
• Does it provide customizable or consolidated invoice management?
• If the platform offers multi-level drill-down of reports and aggregation of statistics.
• Do users get traffic Fraud Reports?

These are only a few basic and essential “must-have” features. There are others to consider that only a qualified expert in Kritter’s programmatic ad-tech solutions can provide. Advertisers or publishers who plan to opt for white label ad tech should consult Kritter to get a platform that jump-starts their business.

Originally published at https://kritter.in on March 5, 2020.