# Waveband > Waveband DSP is a self-serve, white-label demand-side platform for agencies and brands — CTV through DOOH under one seat, no spend minimums, published take rate from 12% toward at-cost, first-party measurement, and a full REST API. Stay hands-on; optional Autopilot and MCP when you want help. Waveband is a multi-tenant, white-label demand-side platform (DSP) — the buying seat itself, not a middleware layer over other DSPs. Lead positioning is access and operator control: every channel under one self-serve seat, transparent economics, white-label to the domain. Autopilot and MCP are AI-native capabilities offered as optional help under hard limits — manual buying stays first-class. Agencies, brands, resellers, and agent developers plan, launch, measure, and optimize on it. Pricing is a published media take rate starting at 12% that decreases toward at-cost with volume, plus flat SaaS plans. No spend minimums. ## Key facts - Positioning: access + control first; AI helps when enabled. Tagline: "Every channel. Your controls. Help when you want it." - Brand: Waveband DSP (self-serve, white-label buying seat) - Channels: CTV, display, online video, digital audio, native, mobile in-app, DOOH - Autopilot (optional): goal-based automation with user-defined guardrails and an explainable audit log; can stay off - Waveband Signal: first-party measurement at https://waveband.adwave.com/features/waveband-signal (pixels, site tag, identity graph, multi-touch attribution) - White-label: tenant custom domains, themes, four UI skins, branded emails and client portals - AI agents (optional): MCP server at https://waveband.adwave.com/mcp (OAuth 2.0 + PKCE, dynamic client registration), agent permission policies with spend ceilings - API: OpenAPI 3.1, scoped API keys, webhooks, idempotency keys, generated TypeScript SDK - Economics: no minimums; take rate from 12% ratchets toward at-cost with volume ## Docs - [Quickstart](https://waveband.adwave.com/docs) - [Console guide](https://waveband.adwave.com/docs/getting-started) - [Client portal](https://waveband.adwave.com/docs/client-portal) - [API reference](https://waveband.adwave.com/docs/api) - [TypeScript SDK](https://waveband.adwave.com/docs/sdk) - [Error reference](https://waveband.adwave.com/docs/errors) - [Webhooks & events](https://waveband.adwave.com/docs/webhooks) - [Tracking & pixels](https://waveband.adwave.com/docs/tracking) - [MCP & AI agents](https://waveband.adwave.com/docs/mcp) - [Autopilot & Copilot](https://waveband.adwave.com/docs/autopilot) - [Audiences](https://waveband.adwave.com/docs/audiences) - [Apps & custom models](https://waveband.adwave.com/docs/extensibility) - [White-label setup](https://waveband.adwave.com/docs/white-label) - [Billing](https://waveband.adwave.com/docs/billing) - [Pricing](https://waveband.adwave.com/pricing): take rates, plans, volume ratchet - [Benchmarks](https://waveband.adwave.com/benchmarks): live network CPM/CTR by channel (k-anonymous) ## Who it serves - [Independent agencies](https://waveband.adwave.com/personas/agencies): Run programmatic under your brand — keep the margin and the client. - [In-house brand teams](https://waveband.adwave.com/personas/brands): Bring programmatic in-house — without renting a desk or a black box. - [Resellers & platform builders](https://waveband.adwave.com/personas/resellers): Ship your own ad platform — without building the rails. - [AI & agent developers](https://waveband.adwave.com/personas/developers): Give agents the same seat humans use — with hard limits. ## Channels - [Connected TV](https://waveband.adwave.com/channels/ctv): Self-serve CTV advertising on the Waveband DSP — VAST creatives, frequency management, and household-level measurement through Waveband Signal. No spend minimums; same seat as display, audio, and DOOH. - [Display](https://waveband.adwave.com/channels/display): Programmatic display advertising on Waveband DSP — IAB sizes, HTML5, full targeting, and optional creative studio. First-party pixel measurement; no spend minimums. - [Online video](https://waveband.adwave.com/channels/olv): Programmatic online video (OLV) on Waveband DSP — VAST in-stream and out-stream, viewability-aware buying, and the same first-party measurement spine as CTV. No spend minimums. - [Digital audio](https://waveband.adwave.com/channels/audio): Programmatic audio advertising on Waveband DSP — DAAST/VAST across streaming and podcasts with companion banners, unified reporting, and no spend minimums. - [Native](https://waveband.adwave.com/channels/native): Native advertising on Waveband DSP — component-based creatives (headline, body, image, sponsor) validated per exchange with live preview. Same self-serve seat as display and CTV. - [Mobile in-app](https://waveband.adwave.com/channels/mobile-app): Mobile in-app advertising on Waveband DSP — banner, interstitial, and video with device targeting, app allowlists, and delivery reporting down to the bundle. No spend minimums. - [Digital out-of-home](https://waveband.adwave.com/channels/dooh): Programmatic DOOH advertising on Waveband DSP — billboards, transit, and venue screens with venue-type targeting and impression-multiplier reporting. Same seat, no minimums. ## Features - [Waveband Signal](https://waveband.adwave.com/features/waveband-signal): First-party measurement for agencies and brands: impression and click pixels on your tracking domain, site tag, identity graph, and multi-touch attribution — exportable and portable alongside your Waveband DSP seat. ## Free tools - [CPM budget calculator](https://waveband.adwave.com/tools/cpm-calculator): Budget, CPM, and flight dates in — impressions, estimated reach, and daily pacing out. - [Take-rate savings calculator](https://waveband.adwave.com/tools/take-rate-savings): Your monthly spend and current platform fee in — what the same media costs on Waveband's published rates. - [Campaign margin calculator](https://waveband.adwave.com/tools/campaign-margin): Media cost and markup in — client price, agency margin dollars, and margin percent out. ## Comparisons - [Waveband vs. enterprise DSPs](https://waveband.adwave.com/compare/vs-enterprise-dsps): Enterprise DSPs are built for holding companies: annual commits, spend minimums, seat fees, and certification programs. Waveband covers the same channels with self-serve onboarding and a published take rate that improves as you grow. - [Waveband vs. managed-service programmatic](https://waveband.adwave.com/compare/vs-managed-service): Managed-service providers run media inside their seat: you get a monthly PDF; they keep the platform knowledge, the data, and an undisclosed margin. Waveband gives you the seat and the data — Autopilot is optional help for the hourly work, not a substitute for your judgment. - [Waveband vs. building your own ad platform](https://waveband.adwave.com/compare/vs-building-in-house): Raw bidder infrastructure means writing trafficking UIs, reporting, billing, measurement, and safety rails — then maintaining them forever. Waveband is that layer, already built, white-labeled to look like yours. ## Articles - [From brief to signed proposal to live campaign in one pipeline](https://waveband.adwave.com/resources/proposal-to-campaign): The agency growth loop — plan, propose, sign, launch — usually spans four tools and two weeks. Waveband collapses it into one flow. - [First-party measurement: why your ad platform shouldn't grade its own homework](https://waveband.adwave.com/resources/first-party-measurement): Platform-reported conversions embed the platform's incentives. A first-party measurement spine — your pixels, your data — is the fix. - [What an API-first DSP actually means](https://waveband.adwave.com/resources/api-first-dsp): Most ad platforms bolt an API onto a UI. Building the other way around changes what's possible — for integrations, white-label products, and teams that want agents later. - [What is a self-serve DSP?](https://waveband.adwave.com/resources/what-is-a-self-serve-dsp): A self-serve demand-side platform lets agencies and brands plan, launch, and optimize programmatic campaigns themselves — without renting a trading desk or hitting enterprise minimums. - [White-label DSP vs self-serve DSP: what agencies actually need](https://waveband.adwave.com/resources/white-label-vs-self-serve-dsp): Self-serve is how you buy. White-label is how clients see the platform. Agencies usually need both — a real seat under your brand, not just a logo swap. - [How to choose a self-serve CTV advertising platform](https://waveband.adwave.com/resources/choose-ctv-advertising-platform): What to evaluate in a CTV advertising platform: inventory access, measurement you can audit, minimums, and whether CTV lives in the same seat as the rest of your book. - [Questions to ask before you spend on CTV](https://waveband.adwave.com/resources/ctv-vendor-questions): A practical list of questions for any CTV vendor — inventory, measurement, minimums, data ownership, and whether connected TV shares a seat with the rest of your media. - [DSP checklist for small and independent agencies](https://waveband.adwave.com/resources/dsp-checklist-small-agencies): What lean agencies should require from a demand-side platform: no minimums, white-label portals, multi-channel seat, transparent fees, and support that matches your size. - [DSP take rates explained: what you actually pay](https://waveband.adwave.com/resources/dsp-take-rates-explained): How media take rates work on a DSP, why opaque fees hide inside CPMs, and how Waveband's published rate from 12% toward at-cost changes the math. - [Own buying seat vs meta-DSP middleware](https://waveband.adwave.com/resources/own-seat-vs-meta-dsp): Meta-DSPs aggregate other platforms' seats. An owned buying seat is the platform itself — white-label, API-complete, with economics and data that stay with you. - [Programmatic advertising for mid-size agencies](https://waveband.adwave.com/resources/programmatic-for-midsize-agencies): How mid-size agencies run programmatic without enterprise minimums: self-serve DSP access, white-label client portals, published take rates, and operators who stay in charge. - [Optional Autopilot: automation that stays inside your limits](https://waveband.adwave.com/resources/guardrailed-automation): Autopilot is help you turn on — not a black box that runs the book. Goals, hard limits, and an audit log so operators stay in charge. - [MCP for advertising: connect agents to a buying seat — safely](https://waveband.adwave.com/resources/mcp-for-advertising): How the Model Context Protocol lets AI agents use the same Waveband seat humans use — with spend ceilings, allowlists, and audit logs. Optional for teams that want it.