Beeswax's Bidder-as-a-Service™ (BaaS) technology empowers sophisticated brands to bring their programmatic advertising strategies in-house with a demand-side platform built to adapt to the unique needs of their business.
Why In-House?
With over 86% of display ad spend in the U.S. expected to be transacted programmatically by 2020, digital advertising is becoming increasingly synonymous with all things programmatic. And we’re seeing similar trends for programmatic across the globe and other major channels including digital video.
An industry originally powered by agencies, programmatic has become impactful enough as a source of consistent revenue that it no longer makes sense for brands to rely solely on their agency counterparts. So, as programmatic continues to become the mainstream method for transacting digital media outside the walled gardens, brands are bringing their programmatic technology and strategies in-house in an effort to have increased ownership and control of this valuable channel. The reason for this transition, according to IAB research includes 5 key benefits of an in-house strategy:
- Improved ad performance
- Cost efficiency and transparency
- Better control and management of data and targeting
- Enhanced real-time optimization capabilities
- Full accountability and focus on brand goals
In fact, the IAB reported that two-thirds of brands have begun to bring their programmatic strategies in-house — 18% of which have done so fully while another 47% have taken a hybrid approach, combining their internal expertise with agency execution. For more information on in-housing, whether full or hybrid, read our guide.)
Why BaaS?
Traditional demand-side platforms are known to suffer from the black-box effect, often associated with throttled reach and limited optimization capabilities because of their one-size-fits-all approach. But the fact remains that no two brands are exactly the same, nor do they share exactly the same audiences or advertising strategies. So why should they be using the same demand-side platforms with all the same inventory and data partners and all the same optimization capabilities?
This is precisely why we built a programmatic real-time bidding platform that offers all the benefits and capabilities of a traditional DSP from day one. But, it also offers a few crucial custom features that give brands the control, transparency, and data visibility to stay competitive at the most efficient cost.
- Flat Fee: With our SaaS pricing model, advertisers pay a flat monthly fee for their tech usage instead of being charged a percentage of media spend. As a result, their pricing is more predictable and far easier to scale.
- Custom Data & Optimization: Instead of sharing data and algorithms with your competitors as is often the case with traditional DSPs, you can activate your proprietary data and leverage bespoke optimization strategies to differentiate your business and drive performance with a competitive edge.
- Transparent Reporting & Logs: Get insight into full log-level data from across the full RTB bidstream — auctions through conversions — and have this data delivered to your own data store or visualized for you through our integration with Metamarkets.
See BaaS in action:
No matter which type of business model you have, Beeswax’s BaaS technology can be tailored to fit the unique needs of your business.
Here are a few examples:
