Olga Zharuk
Grigoriy MisilyukDemand-side platform owners that provide advertisers access to supply sources are rarely limited to just one platform—multi-platform use is routine in the industry. However, for providers, launching a new platform is always an experiment.
Because managing the settings of even one DSP can already be a challenge, working with several ad platforms simultaneously gets even more complex. The consolidation of reporting comes to the fore: the Adtech God community poll results all but confirm this. To manage platforms efficiently, you should match metrics from various platforms in one place.
Our Chief Product Officer, Olga Zharuk, has already reviewed the issue of report consolidation on her LinkedIn. What does it mean? Well, at least, the data should have a similar structure. In the best-case scenario, we are also talking about tools for automated optimization of diverse campaign types from a single interface.
In short, reporting consolidation is a mess—and here's a flexible fix.
An extended API as a comprehensive solution for consolidating reporting
A well-crafted API is a straightforward solution regarding efficiency and resourcing. It can address the challenges of fragmented data and operational inefficiencies by streamlining reporting, optimizing bidding strategies, and centralizing data for better analysis.
That is why we have established an extended API within the white-label demand-side platform to tackle the complexities of managing multiple DSPs. It acts as a centralized hub, enabling advertisers and agencies to gather data from different sources into a unified reporting structure that can be analyzed on the platform.
While API-based reporting provides an automated approach to managing data, there are alternative methods advertisers and agencies can use.
Some opt for manual logins to specific platforms to analyze performance separately (in Google Sheets), though this can be time-consuming and prone to inefficiencies.
Others utilize third-party analytics tools like Looker Studio or Supermetrics, which integrate data connectors to compile reports without needing custom API development.
Another strategy is consolidating media buying within a single DSP to reduce complexity, which may limit access to unique inventory or platform-specific optimizations.
Developing your API is an option, too. But while it may seem cheaper than going with a white-label DSP, that's not quite the case in the long run. Because maintaining and updating your consolidated solution will require ongoing investment and staffing the right experts, and you may not need that advanced technical team within your company. Therefore, we advise you to carefully balance the financial burden and make decisions aligned with your long-term goals.
The core challenges—frequency management and audience duplication
Yep, bringing data to a single structure is not the main difficulty. No matter how trivial, the core issue is not to lose ad dollars and audience for advertising. Let's look at two vital points here:
The ad frequency metric is the number of times the user or a target audience group is exposed to the specific ad creative(s) within one campaign launched.
Audience duplication means that an advertiser competes with itself in auctions for the same inventory, which leads to inefficiency and increased campaign costs.
To complete this challenge, we must consolidate reporting matching all metrics within a single structure and track ad frequency on each DSP used.
The issue of audience duplication is much more complicated. Here, we need to manually review all supply partners connected to DSPs, including ad exchanges, to find where the audiences might repeat. Consolidated reporting alone cannot cover this process of refining your partner network.
Key features of the TeqBlaze API for reporting consolidation
The extensive benefits of our white-label DSP go beyond consolidated reporting, but in this section, we highlight the API solution alone:
Seamless cross-DSP data consolidation
The API enables advertisers to collect detailed, real-time statistics from multiple DSPs and integrate them into a single, structured dashboard. Standardizing performance metrics—including impressions, clicks, conversions, and revenue—eliminates formatting inconsistencies and gives a holistic data view.
Comprehensive reach and frequency tracking
Beyond basic metrics, the API offers sophisticated audience measurement tools that track reach and frequency across different DSPs. This ensures precise ad exposure control, preventing under-delivery (missed audience opportunities) and overexposure (ad fatigue and wasted budget).
Unified reporting and customizable insights
Instead of juggling multiple dashboards, gain access to a centralized, customizable reporting system that allows you to tailor insights to your needs. The API integrates directly with business intelligence (BI) tools and enables seamless data visualization, performance benchmarking, and in-depth trend analysis.
Moving beyond reporting consolidation to further bidding optimization
While consolidating reporting through an API is a powerful solution, platform owners must go beyond data aggregation to ensure their DSPs provide real value to advertisers. Managing multiple DSPs isn't just about streamlining reporting—it's about optimizing inventory, automating bidding, and guiding advertisers toward strategic platform utilization.
Here's how DSP owners can refine their platform strategy to drive better outcomes for advertisers.
Maximize inventory value and performance insights
Ensuring your DSP delivers high-performing inventory is critical to retaining advertisers and increasing demand. By analyzing historical bid data, you can identify which inventory segments perform best for specific ad formats, geographies, or audience segments. Use this data to optimize auction mechanics, highlight premium inventory, and guide advertisers toward the most effective placements.
Utilize automated bidding and dynamic optimization
Modern DSPs must go beyond manual bid adjustments to stay competitive. For instance, our white-label DSP has machine-learning-driven optimization tools that adjust bids based on real-time KPIs like CPM, CPC, or CPA. Providing advertisers with automated, AI-powered bidding options improves campaign performance and increases platform retention.
Promote the use of advanced features
Advertisers often underutilize their DSP's full capabilities, limiting campaign effectiveness. As a platform owner, proactively educate users on your DSP's unique features. Providing case studies, in-platform recommendations, or even automated suggestions based on campaign goals can help users extract more value from your platform. The more effectively advertisers leverage your platform's capabilities, the more likely they will continue investing.
Last words
Managing multiple DSPs without a structured approach leads to data fragmentation, inefficient bidding, and audience saturation in the highly competitive programmatic landscape. We have proposed an off-the-shelf solution to rise to the challenge of consolidating reporting and further trading optimization—an extended API for the DSP platform.
We invite you to partner with us to dominate the digital advertising landscape. Contact us for building a custom demand-side platform, more information, or advice. We deliver unique, game-changing solutions for lucrative advertising—let's talk!
