White-label programmatic buying for media agencies
Most of our work sits behind someone else’s name. You put a line on the plan, we buy the media, and the client never has a reason to know we exist.
The problem this solves
Programmatic is awkward for an agency of any size below the holding companies. A seat has minimums. A trading team has salaries. Neither makes sense until you have enough programmatic billing to justify them, and you cannot win that billing without somewhere to run it. Meanwhile the reach targets on your plans keep arriving with budgets that don’t reach them.
The way out is to buy the capability by the campaign. You keep the client, the plan and the margin. We take the brief, the seats, the trading and the reporting, and you find out whether programmatic is worth building in-house before you commit to it.
What you get
A managed low-CPM display and video line that adds reach and frequency underneath the rest of the plan. Open-auction display typically clears under $1.50 CPM against a market average nearer $3 — the benchmark data is here if you want to check the arithmetic before you quote it. Priced on CPM, or on a fixed CPC when the client signs off on clicks rather than impressions.
Reporting comes back at site and app level, in a shape you can paste into a client deck without rewriting it, and you are welcome to run your own third-party verification tags over the top. Nothing about the delivery is a black box, because the first thing a suspicious client asks about cheap inventory is where it ran.
How the quality question gets answered
Cheap media has a reputation, and it is mostly deserved. The thing that makes this safe to put in front of a client is that the exclusions stay on while the price comes down: made-for-advertising sites and arbitrage traffic kept out with lists we maintain, no auto-refresh or stacked placements, sellers.json and ads.txt checked on the way in, viewability floors measured per format, and suitability tiers set per client rather than globally. The full list is on the main page.
Where agencies put it on the plan
Usually as a reach line at the bottom, after the premium and PMP buys are set. It also works as the always-on layer between campaign bursts, as the answer when a flight is behind on reach with two weeks to go, and as a way to make a five-figure budget produce a number the client can recognise as a campaign. Campaigns normally start at around $2,500.
Questions agencies ask
Do you talk to our clients?
Only if you ask us to. The default is that we never appear: you brief us, you present the plan, you own the relationship. Some agencies bring us into a technical conversation when a client wants to interrogate the supply chain, and that works too, but it is your call every time.
Can we mark it up?
Yes. We quote you a net price and what you sell it at is your business. Most agencies put it on the plan at their standard programmatic rate, which is where the margin on this kind of line usually comes from.
Whose seats does it run on?
Ours, across the major DSPs. That is what makes the pricing work — you get the benefit of aggregate spend without having to justify a seat, a minimum commitment or a trading team to your finance director.
What do we have to provide?
A brief and creative. Standard display sizes and video assets, plus any brand suitability rules the client insists on. If your creative is missing the sizes that carry the volume, we will tell you which ones to add.
Try it on one flight
Send a live brief — budget, markets, dates — and we’ll come back with a price range and an impression forecast, usually the same working day. No deck, no discovery call.
Send us a brief