Pricing of White Label Demand-Side Platforms: A Comprehensive Guide

The cost associated with white label demand-side platforms (DSPs) such as Merckenta and AppNexus, now part of Xandr, can vary significantly depending on a range of factors including the specific features required, the volume of ad spend, and the level of service necessary.

Common Pricing Structures

Here is a breakdown of the common pricing models you may encounter when evaluating white label DSPs:

Flat Fee

Some DSPs charge a flat monthly fee for access to the platform, which can range from a few thousand to tens of thousands of dollars depending on the scale and features required.

Percentage of Ad Spend

Many DSPs operate on a revenue-sharing model where they take a percentage of the total ad spend managed through the platform. This percentage typically ranges from 10 to 20%, but can vary based on negotiations and the volume of activity.

Tiered Pricing

Some platforms offer tiered pricing models based on the volume of ad spend or the number of features used. Higher spending levels may unlock lower percentage fees or additional services for free or at a reduced cost.

Custom Pricing

For larger enterprises or those with specific needs, many DSPs offer custom pricing based on the unique requirements of the business.

Additional Costs: Be aware of potential additional costs such as fees for data integration, reporting tools, or premium features.

Specific Examples and Guidelines

For accurate and up-to-date pricing, the best approach is to contact the DSPs directly or consult with a representative who can provide tailored information based on your specific needs. Here are some specific instances and guidelines:

DataLift Whitelabel Premium DSP

DataLift offers a one-time payment range of 10k-15k for their whitelabel premium DSP, based on your media spend.

Flat Fee and Monthly Minimum Spends

Typically, you will pay around 15% of the media spend. However, these DSPs often come with monthly minimum spends. Some require a minimum of 20k per month, while others, particularly the premium ones, may require 50k per month.

If your monthly media spend exceeds 50k, you are likely to qualify for most premium DSP offerings.

Beeswax Pricing

Beeswax offers a pricing model that is approximately 10k per month, which is 5% of the media spend.

Conclusion

Understanding and correctly choosing a white label DSP is crucial, as it directly impacts your advertising budget. By researching the available options, understanding the pricing models, and reviewing the services offered, you can make an informed decision that aligns with your business objectives.