I Have A Dream: My own DSP (17)
The last few days I was pretty much in beastmode.
I collected about 50 new trafficsources, checked them and started running tests there.
Then I thought "Hey, why don´t you become your own DSP instead of creating campaigns on dozens of platforms?" and the seed was planted 
Right now I am not even sure yet if I will go that way or not but I definitely see some advantages in doing so, let me tell you just a few:
1. You can get direct access to traffic that wouldn´t be directly available otherwise.
Some platforms or individuals sell their traffic only through XML.
Usually you could buy this traffic then only from other DSPs.
Running an own DSP could lead to more volume and probably also more exclusive inventory.
2. Removing the middleman
In case you´re buying through other DSPs you always have to pay them some money to use their platform, as far as I know the rate can range from 5%-25% or so.
Including SSPs directly in your own DSP would cut these costs.
3. Efficiency
Depending on how many SSPs you include in your DSP it can save lots of time and work because you can run your campaigns from one interface and still run them on many platforms at once.
4. Campaign approval times
No more waiting for approval.
Create campaign, go live.
At least that´s how I understand it, own DSP = own responibility for your stuff.
5. Sounds pretty cool 
Of course there will probably also be some downsides like muchas additional work and who knows what else but I really start to like the idea.
Another issue are the costs for the platform itself.
The cost can be pretty high and it wouldn´t be that much of an issue when I would plan to start a DSP where others would run campaigns as well so that I could set a rate to get some money back from their spend.
But I want to build the platform only for me and then it´s not that cool to spend additional few $k/month for such a project.
I found several whitelabel solutions already but need to do some more research so that I hopefully find a platform that meets all my criteria (and these are not that many).
There´s even an open source solution called VOXDSP, unluckily it supports only OpenRTB and not XML.
I already signed up for adserver.online to test it but the setup is not really what I am looking for.
Will continue to brainstorm a bit about the idea and just wanted to tell about it so that maybe I can get some more input or ideas.
If anyone knows good and hopefully not too expensive whitelabel DSP platforms just let me know.
In any case I keep you updated how I decide and what I do
Sounds mega exciting!!!!
Please keep us up to date on progress!
Amy
Originally Posted by vortex
Originally Posted by twinaxe
Amy
Maybe https://www.ppcmate.com/white-label-dsp/
Their pricing is very low, but maybe they take a % of the spent, I don't know.
Otherwise AppNexus, Mediamath, Centro, but probably several K$ a month.
I would not do the architecture myself honestly. With RTB buying, you have to reply to each request within 50 to 100ms maximum, even if you win the auction 1-2% of the time. We are talking millions of requests per day at minimum. With these types of requisites, you need a well-designed infrastructure, good knowledge of software, underlying techno (need to use specific database types optimized for high speed fox example) but also infrastructure administration. For example, you need to configure HTTP persistent connections with each SSP, with fixed IPs ideally (just a TLS/SSL handshake takes 400 ms to do, and by that time, the auction has finished).
It is not impossible to do it, in particular with Cloud solutions like AWS, but you need to know what you are doing
See AWS for RTB - introduction
https://www.youtube.com/watch?v=EQqPVB1Z5UY
Or this conference at AWS re:Invent, which presents Beeswax infrastructure (another company interesting to have a look at)
https://www.youtube.com/watch?v=x2fb_bMETeE
(this is a 3xx talk, which means advanced)
Originally Posted by jeremie
Their pricing is very low, but maybe they take a % of the spent, I don't know.
Seriously, I don't really understand PPCMate.
Their own DSP is just a whitelabel of Admachine but still they offer whitelabels of their whitelabel
Their plan with custom SSP and DPS Integration is also $1450/month
Then there's smart-hub.io that could be interesting but I could imagine that it's also rather expensive.
Also thought about checking Adkernel but I read somewhere that they don't support that many SSPs or so.
I am still trying to find out what platform @AdMaven uses, found few more trafficsources with that platform but still don't know which it is.
Will also try to get some more info about platform.io, could also be interesting.
Yesterday I found 2-3 more solutions that could be interesting, will message them as well.
Best traffic from self tested and proven sources.
Next logical step would be hand-picked, pre-tested, good converting offers from TwinAds with no scrubbing, good payouts and world-class service
I wanted to also set up my own dsp to mainly buy from native traffic source and also have some direct deals with big pubs that would allow us to be plugged in direct and compete with the big native networks if we would have our own dsp. After a lot of research and meetings with ssp's / developers it became pretty clear that its not super easy or also plug and play.
We talked with the head of programmatic of a big native network he informed me that they stopped accepting new dsp's because the results of running direct are much better ( they did a lot of tests with clients / dsp's ) but they could make an exception to be plugged in if we would prepay 6 figures. The reason for this is that they need to assign an AM and developer for integration and even after integration you will still have a lot of discrepencies.
I love the idea of having a private dsp but building something good and putting in time and money for all the integrations was not worth it for us. We decided just to continue on using appnexus and TTD as they have sick amount of data and pubs. ( AppNexus and TTD count for around 90% of all programmatic inventory ).
I'd suggest to test out running campaigns on a big dsp. If you wanna know more or so, always happy to discuss deeper in person !
I found openX.com too. You may have a look. But their inventory has been steadily decreasing.
https://trends.builtwith.com/ads/Openads-OpenX
@ad2convert Thanks for you reply, good to hear feedback from someone who was in the same boat.
I also read that the 5 biggest DSPs receive about 75% or 90% or so of all traffic from the connected SSPs.
I didn´t expect that it´s such an effort for the traffic providers, I thought that the main work for integration is on the DSPs side.
You are looking for native, I am basically only interested in push and pops so far.
Maybe I would also be interested in banners and/or native but most, if not all, big DSPs charge CPM for these ad formats and I prefer CPC.
I also promote the usual CPA offers with the common LPs and I don´t know how cool the big DSPs are with the rather spammy side of marketing.
I don´t even know if AppNexus or TTD support push and pops as ad formats at all, @ad2convert can you tell more about it if they have such inventory and would allow such campaigns?
Maybe it helps when I tell a bit more about what I want to achieve with an own DSP.
On one hand I want to integrate platforms like PropellerAds, Kadam, Vimmy so that I can run campaigns there from one central interface.
But isn´t even the most important point because in the end I can also just run campaigns there through their API (where I had to do all work to get it running myself).
What´s almost more important for me is to be able to integrate additional direct sources and SSPs that only sell through XML.
And that´s another problem with established DSPs, you can only run what they integrate and you can´t just add own sources or SSPs there yourself.
If anyone knows one or more good and big DSPs with many connected push and pop SSPs/direct sources please also post and I will check them.
Little update, I contacted few platforms where I buy traffic anyway that offer a whitelabel DSP solution and talked a bit to some support people there.
One thing they all have in common: Pretty high fees.
At the current point I get the feeling that an own DSP is probably more for people who want to sell traffic and not really just for own use.
Will keep you updated if there are any news
There are many white-label DSP on the market. They have ready-to-use tech (Epom for example), but I don't think we just use them for personal purpose.
I know, I also checked quite a few of them and also talked to some platforms but in the end there was no platform that worked for me.
Subscribed to this thread. Had the same idea for years now but never proceeded with it. Good luck on your journey and keep us updated!
Very interesting. I had same idea and also had same problem.
I just found them. and I will talk with
https://smart-hub.io/technology/
https://adtelligent.com/dsp-suite/
if I can get some good stuffs, I will update on this thread
Originally Posted by jeremie
But that was quite a while ago, they are likely more secure these days
Originally Posted by david-cc
Whitelabels often have the same inventory that is available on other platforms anyway, custom integrations often cost lots of upfront money.
For multiple integrations it can add up really high.
Originally Posted by thecafactory
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