Agencies and marketers today are navigating a storm of complexity. Fragmentation across platforms, auction intricacies, measurement challenges, and rising demands for transparency have turned the TV landscape into a high-stakes arena for consumer attention. Add the accelerating pace of AI and fierce competition for budgets and talent, and it’s clear: agencies can’t afford inefficiencies or delays. They need infrastructure that empowers strategic agility, customization, and control.
To drive true success in today’s saturated market, brands – and the agencies that support them – need custom solutions built around their unique assets, individual goals, and target audiences.
To meet these demands, we are proud to reintroduce Buyer Cloud, the next evolution of our demand side platform, formerly known as Beeswax.
The Evolution of Buyer Cloud
Since FreeWheel acquired Beeswax in 2021, we’ve been steadily building toward a singular vision: Create the leading enterprise-grade programmable ad buying environment for agencies.
Buyer Cloud is more than just a new name – it’s the realization of that vision and the beginning of a new era in media buying.
Where traditional DSPs rent you access to a shared system and user interface; Buyer Cloud gives you ownership of your buying environment. The single-tenant infrastructure, full autonomy over decisioning, segmentation, and log-level data, provide agencies the control required to build differentiated media machines—not operate inside someone else’s black box.
With Buyer Cloud, you’re not just using a platform – you’re shaping it to meet your unique business needs.
A Platform Built for Buyers
Unlike conventional DSPs, where agencies operate with shared, standardized tools, Buyer Cloud is purpose-built to give agencies decisive control and full extensibility. Furthermore, the single-tenant architecture safeguards proprietary strategies, data, and decisioning while remaining fully customizable.
Buyer Cloud offers:
- Comprehensive control: Prioritize and secure what matters most—whether it’s your supply sources, first-party data assets, cost efficiencies, or optimization strategies.
- Maximum customization: White-labeled UI, build smarter bidding algorithms specific to your KPIs using your own data, and activate real-time audience targeting—all within a secure environment that protects your proprietary insights.
- Transparency by design: A clear view into your inventory, performance, and spend. Transparency is built into every layer—from log-level data and real-time reporting to full visibility into auction dynamics and inventory flow.
Buyer Cloud delivers the infrastructure agencies need to stay agile in a fragmented media landscape, supporting cross-device attribution, cost management, and conversion optimization.
Designed for Growth and Differentiation
Buyer Cloud was designed for business growth and differentiation. With its unique tech stack, you can build a proprietary platform, write custom bidding logic, and optimize in alignment with your strategic goals, giving you a competitive edge to thrive in today’s ecosystem. And as an enterprise-ready platform, Buyer Cloud offers turnkey solutions that can be leveraged immediately while you hone your strategy along the way.
In contrast to traditional DSPs that offer limited visibility into programmatic activity, Buyer Cloud captures every detail tied to a single impression to fuel smarter insights, more accurate measurement, and better outcomes. Buyer Cloud is not just another DSP – it’s the key to growth. For agencies looking to differentiate and lead in a rapidly evolving landscape, Buyer Cloud is the infrastructure built for what’s next.
Ready to take control? Buyer Cloud is here.
