White-Label SSP: A Tight Balance Between Freedom and Affordability

“How expensive is an SSP?” One question – a thousand answers.

You already know what an SSP is, but do you know how much you should pay for it? What even are the options to choose from? Is white-labeling your SSP the best solution when it comes to price? Can an ad server act as an SSP?

Today, it’s time to get one step closer to the SSP market, focus on “white-label SSPs,” and finally make a decision on whether you should opt for a white-label SSP platform or not.

What Is a White-Label SSP?

Straight to the point,

A white-label supply-side platform is programmatic software that allows publishers to manage, sell, and optimize their ad inventory under their own brand.

How is it different from a traditional self-serve SSP? The root of the issue is “white-labeling,” which means that a service user (you as a publisher) can customize the platform’s interface. The branding options include logos, color schemes, and domain names. As a result, you get a ready-to-use platform while maintaining your brand identity.

But that’s not all. Usually, white-labeling also implies that you get to choose which DSPs to integrate, control auction logic, and eliminate rev-share leaks.

So, the point is to get you one vehicle that can be used as a daily, track, homie hauler, or whatever you want to do with it instead of constantly switching rentals for different purposes and paying more as a result.

It’s a lot more nuanced than that, but we’ll get to it further down the road.

White-Label SSPs Examples

In the programmatic advertising landscape, there are several companies that position themselves as a “white-label SSP platform.” You might find some familiar names here if you’ve seen our DSP comparison. Well, that’s how it works in this industry.

• Bidscube:

Offers a white-label SSP that allows publishers to resell from their own supply using various ad formats.

• Teqblaze (formerly SmartyAds):

Provides a white-label SSP + ad exchange combo for companies who are looking towards becoming ad networks or publishers seeking more control.

• Audiencelogy:

Provides a white-label SSP while heavily promoting bonus features like tags, header bidding and custom integrations.

• AdCorp:

Offers a combination of DSP + SSP to help aspiring ad businesses build their own media buying/selling platforms.

• Epom:

“Hold up, I can’t find a white-label SSP option on your site!”

That’s right, but here’s the kicker – if you’re already subscribed to our ad server, you can use it as a white-label SSP. The best part: it’s free. More on how to use the feature in the last paragraph.

Okay, but what makes a white-label SSP platform different from a tech standpoint?

How Does a White-Label SSP Work?

From a solely tech perspective, especially at the level of programmatic auctions, there is not much difference between a self-serve, white-label, and an in-house programmatic SSP. Each handles RTB, connects to multiple DSPs, supports floor pricing, and serves multiple ad formats.

That’s why let’s quickly remind you how a programmatic auction happens (required for further discussion) from a white-label POV and move on to the sweet part:

1. User Visits the Publisher’s Website or App

A user loads a page where an ad placement (e.g., 300x250) is embedded.

The publisher's white-label SSP (your platform) detects the ad slot is available and triggers an auction.

2. Ad Request Is Generated

The SSP collects contextual data: page URL, device, geo, ad size, and user IDs (if available).

It wraps this into a bid request formatted in OpenRTB.

3. Bid Request Is Sent to DSPs

The SSP pushes this bid request to all integrated demand-side platforms (DSPs) — Google DV360, Epom WL DSP, The Trade Desk, or even direct advertisers (if header bidding is enabled).

These DSPs evaluate the request in milliseconds, factoring in targeting, budget, and bid strategy.

4. DSPs Respond with Bids

Each DSP responds with:

• Bid price (e.g., $2.10 CPM)
• Creative (the actual ad file or tag)
• Metadata (ad domain, landing page, deal ID if PMP, etc.)

5. Auction Happens on Your White-Label SSP

The SSP receives all bid responses and filters them for brand safety, deal priority, and regulatory compliance.

It runs a second-price or first-price auction, depending on your configuration.

The highest eligible bid wins the impression.

6. Winning Ad Is Served

The SSP returns the winning ad creative to the user's browser or app.

The ad is rendered instantly in the placement.

7. Tracking & Reporting

Impression, clicks, viewability, and revenue are tracked by your SSP.

You (the publisher or network owner) get full log-level data — no black box.

Your clients (if you're reselling the platform) can access their own reports too, branded under your domain.

8. Payout & Optimization

Revenue is calculated based on bids won, impressions served, and DSP agreements.

You optimize floor prices, demand partners, and ad quality — all from a single interface you own and control.

The auction is identical to what big SSPs run — the only difference is that you’re running it under your brand, with your rules, keeping the full margin.

Which to Choose: White-Label SSP vs Third-Party SSP vs In-House SSP

Now for the fun part: which SSP should you opt for? Short answer: the one you can afford. The long answer requires a bit more explaining.

There are three ways you can access the world of SSPs: a self-serve solution, a white-label platform, and an in-house one.

Self-Serve SSP: Adoption and Prices

So, once again, a self-serve SSP is the SSP in its traditional meaning. It operates on a revenue-sharing basis, charging publishers a percentage of the ad revenue. Fees can vary; some SSPs consistently charge around 15-20% of the revenue.

Additionally, platform fees can be applied. But usually, these are charged by the companies that give you some really hefty features, like choosing your own demand sources and having a dedicated support team.

Yes, self-serve SSPs constantly improve, and sometimes, the line between the former and a white-label one could become very blurry.

As of adoption, in 2021 (sorry, no newer research), publishers used an average of 5.4 SSPs. In 2025, the amount is only rising. What’s the point? Well, most self-serve SSPs have a pre-set number of demand sources.

In-House DSP: Adoption and Prices

On the scale of pricing and possibilities, an in-house SSP is diametrically opposite to a self-serve SSP. You develop an in-house SSP by yourself.

Naturally, there is an obvious benefit. You own the platform, so you can do whatever you like with it. Put your own branding and UI, make your own custom features, and eliminate any markups.

Complete freedom at your fingertips – but what’s the price? The development costs can range from $1.5 to $2.5 million annually, excluding expenses like salaries, maintenance, and other operational fees. That’s just too much for an average publisher, so the option is reserved for top dogs like Minute Media and Vox Media.

White-Label SSP: Adoption and Prices

A white-label SSP platform seems like the most balanced option after analysis, and that’s because it is.

Most white-label SSP providers offer their platform on a subscription basis. The pricing range varies depending on features, support, and traffic volume.

You get your own domain, full log-level reporting, unlimited choice of DSPs, and a dedicated account manager. Thus, the adoption of white-label SSPs is on the rise, as you essentially receive 80% of the in-housing power with 20% of the costs.

Self-Serve SSP vs White-Label SSP vs In-House SSP: The Final Showdown

To summarize all the info above, use this neat table.

How to Use Epom Ad Server as a White-Label SSP?

So, you’ve chosen a white-label SSP. How do you enable it if you are already using Epom white-label ad server?

It’s quite easy, actually. All you have to do is address your account manager to enable the real-time bidding functionality. Once they’re done, ask to integrate an OpenRTB endpoint to your liking..

Aaaaaand, you’re done. Now, you can use your ad server as a key to the world of programmatic advertising. The benefits are obvious: you literally have access to both direct and programmatic ad placements without additional pricing.

But it gets even better. If you want full control over direct and programmatic supply & demand, you can use our combo of a DSP + SSP. Here’s how it works:

It doesn’t matter if you stick to an ad server, an ad server as SSP, or an SSP (ad server)+ DSP combo, we provide support and affordable pricing for each.

White-Label SSP: Your Best Bet?

A white-label SSP surely has its compromises. No matter how good the platform is, it still won’t give you the benefits of an in-house, and it’ll probably be cheaper to start with a self-serve SSP.

But in the category of “What I Get For My Money,” a white-label SSP platform is an absolute champion. It combines the benefits of its competitors and turns them into a middle ground anyone sensible would like.

Moreover, it gets even better if you use your ad server as a white-label SSP with Epom. It’s free, easy to set up, and opens a world of opportunities for media buying.