Websites using Beeswax

Okay, let s break down Beeswax, covering its overview, revenue, alternatives, pricing, and customer care.

Beeswax Overview

Beeswax was a programmatic advertising platform that offered a highly customizable and transparent alternative to walled-garden platforms like Google Ads or Amazon DSP. It was designed for sophisticated marketers and agencies who wanted more control over their bidding algorithms, data usage, and infrastructure.

Here s a summary of its key aspects:

• Customizable Bidder: Beeswax s flagship feature was its ability to allow clients to build and deploy their own custom bidding algorithms. This provided a level of control and optimization not available on standard DSPs.
• Transparency: Users had complete access to their data, including bid-level data, and a clear understanding of how their ad spend was being allocated.
• Infrastructure Control: Clients had a direct relationship with the infrastructure used to power the platform, allowing for even further customization and control.
• Focus on Sophisticated Advertisers: It was primarily aimed at large advertisers, agencies, and technology companies with advanced programmatic knowledge and engineering resources.
• Built for Enterprise Scale: The platform was built to handle large volumes of data, enabling sophisticated targeting and analysis at scale.

Important Note: Beeswax was acquired by Comcast in 2021 and is now part of FreeWheel, its advertising technology platform. The following information reflects Beeswax s operations before its integration into FreeWheel.

Revenue

• Beeswax operated on a Software as a Service (SaaS) model. Clients paid a platform fee based on usage, typically tied to impressions or media spend.
• Due to its private nature, specific revenue figures for Beeswax before its acquisition were not publicly disclosed.
• However, it was known to be a significant player in the custom programmatic advertising space, with a substantial client base of large advertisers and agencies.

Alternatives to Beeswax (Pre-Acquisition)

Several programmatic advertising platforms offered different approaches and features. Here are some alternatives to Beeswax, categorized by their approach:

• Customizable DSPs:
  • MediaMath: Offered a highly flexible DSP with similar levels of control and customization, though generally with a different approach to custom bidding.
  • The Trade Desk: Another major DSP offering a more user-friendly interface while still allowing a good degree of programmatic control and integration.
• Major DSPs (Less Customization):
  • Google Display & Video 360 (DV360): A comprehensive platform with vast inventory, but less focus on custom bidding.
  • Amazon DSP: Another large DSP with its own inventory ecosystem and various capabilities, but not as customizable as Beeswax.
  • Xandr Invest (Now part of Microsoft): Platform offering strong targeting, but less focus on custom bidding.
• Specialized DSPs:
  • Several niche DSPs: For instance, some specializing in mobile, video, or specific targeting capabilities.

Pricing (Pre-Acquisition)

• Platform Fees: Beeswax operated primarily on a platform fee model. This would typically be a percentage of the total media spend managed through the platform or tied to the volume of impressions.
• Variable Costs: Pricing was likely customized depending on the volume and type of usage and specific features required by the client.
• Higher Barrier to Entry: Due to its focus on advanced advertisers, Beeswax likely had a higher initial cost and a steeper learning curve compared to more general DSPs.
• Transparency: Although costs were not publicly available, Beeswax was known for its transparency in billing and cost breakdowns.

Customer Care (Pre-Acquisition)

• Dedicated Account Management: Beeswax provided personalized service with dedicated account managers who understood the client s specific needs.
• Technical Support: It offered technical support to handle platform issues, implementation help, and API usage, as it was essential to get the most out of the customizable nature of the platform.
• Training and Documentation: Beeswax provided training and detailed documentation to help clients navigate the platform effectively, given the complexity.
• Consultative Approach: The company generally took a consultative approach, working closely with clients to implement the best strategies based on their goals and data capabilities.

Key Takeaways (Pre-Acquisition):

• Beeswax was a highly specialized programmatic platform focused on providing sophisticated advertisers with unprecedented control and transparency.
• It was not a beginner-friendly or low-cost option. It was suited for teams with significant programmatic experience and technical expertise.
• The company focused heavily on customization, allowing clients to essentially build their own programmatic advertising solutions within the platform.
• This approach was particularly attractive for those who needed granular control over bidding and data and wanted to avoid the limitations of more standardized DSPs.

Post-Acquisition:

Beeswax s technology and capabilities are now integrated into FreeWheel. If you re interested in similar functionality, you should explore FreeWheel s offerings. It s essential to keep in mind that the specific level of customizability and open-ended nature may have shifted as part of this integration.

If you are looking for a direct alternative to Beeswax s pre-acquisition model, you will need to evaluate the current landscape for DSPs that offer customizable features.

For current information regarding FreeWheel s product offerings, you should consult their official website and sales representatives.

I hope this overview is helpful. If you have any other questions, feel free to ask!