The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Platforms & Tech
White-Label Platform
A fully built technology platform developed by one company that another company licences and operates under their own brand name. The end user or customer sees the second company's branding, not the original builder's. In adtech, white-label platforms give ad networks and publishers enterprise-grade programmatic infrastructure without building it themselves.
HOW IT WORKS
The technology provider builds, hosts and maintains the platform. The white-label partner customises the branding, sets their own pricing, onboards their own clients and operates the platform as if it were their own. Updates, integrations and infrastructure are handled by the technology provider in the background.
EXAMPLE
A regional ad network wants to offer a programmatic SSP (Supply-Side Platform) to their publisher clients but does not have the resources to build one. They licence Limelight's white-label platform, brand it as their own product and offer it to clients. Their clients get a sophisticated SSP; the ad network gets competitive infrastructure without years of development cost.
RELATED TERMS
SSP (Supply-Side Platform) | Ad Network | ARC (Adaptive Rules Centre) | QPS | Programmatic Advertising
★ LIMELIGHT INSIGHT: White-label programmatic infrastructure is a core Limelight offering. The platform gives ad networks, publishers and agencies their own branded SSP (Supply-Side Platform) with full programmatic capabilities: ARC (Adaptive Rules Centre) automation, unlimited QPS (Queries Per Second), DSP (Demand-Side Platform) integrations and dedicated support, all under their own brand.
