Beeswax
Beeswax operates a customizable demand-side platform (DSP) with a Bidder-as-a-Service offering, enabling enterprise advertisers, agencies, and trading desks to deploy proprietary programmatic buying algorithms across premium video and omnichannel inventory. Now part of FreeWheel (Comcast).
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Beeswax does
Beeswax operates a demand-side platform (DSP) enabling automated programmatic media buying across premium video and omnichannel advertising markets. The company's core technology centers on a real-time bidding (RTB) infrastructure delivered through two product tiers: Bidder-as-a-Service (BaaS), a single-tenant customizable deployment that allows tech-savvy clients to build proprietary bidding algorithms, targeting models, and decisioning logic; and the multi-tenant Beeswax DSP, a full-featured platform with managed-service support for standard programmatic buying workflows. Supporting components include the proprietary extensible Stinger RTB bidder, the Buzz REST API for campaign management and reporting, and Antenna for data feeds and SQL-based analytics access. The platform is designed for buyers who require control over the buying process, extensibility, and data transparency beyond what standard off-the-shelf DSPs offer.
Beeswax generates revenue through subscription-based pricing on both product tiers, with multi-year contracts on the BaaS enterprise offering and annual billing on the standard DSP. The go-to-market is enterprise field sales targeting large advertisers, agencies, and trading desks, supported by professional services for technical implementation. Direct sales engagement and API-first developer relations form the primary distribution channels, with no public pricing disclosure. Beeswax holds privacy compliance certifications including GDPR, NAI Code of Conduct, and DAA/EDAA/DAAC self-regulatory principles, and serves markets in North America, the UK, and France.
Beeswax has been acquired by FreeWheel, a Comcast company, and now operates as part of FreeWheel's advertiser suite. The acquisition integrated Beeswax's buy-side bidder technology into FreeWheel's broader premium video and omnichannel advertising platform. Beeswax had previously raised approximately $28.3M in funding across three rounds (2015-2019) and acquired Nozzle.ai in April 2020 to augment its bidder capabilities. The company is headquartered in New York City and maintains a headcount in the 51-100 range.
Beeswax firmographics
Firmographics- Name
- Beeswax
- Legal name
- Beeswax Inc.
- Website
- https://beeswax.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 51–100 employees
- Short description
- Beeswax operates a customizable demand-side platform (DSP) with a Bidder-as-a-Service offering, enabling enterprise advertisers, agencies, and trading desks to deploy proprietary programmatic buying algorithms across premium video and omnichannel inventory. Now part of FreeWheel (Comcast).
- Ownership category
- akta.pro rank
Beeswax industry classification
Industry- Product category
- Programmatic Advertising Technology (DSP / AdTech Infrastructure)
- NAICS
- Direct Mail Advertising (541860)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Performance Marketing Automation & Bid Management Services (MPAAACAM)
Keywords
Where Beeswax is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Beeswax business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- DSP Platform Fees: Beeswax generates revenue through its demand-side platform (DSP) services, providing programmatic buying capabilities to advertisers and agencies. The platform offers both multi-tenant DSP with off-the-shelf features and single-tenant Bidder-as-a-Service (BaaS) deployments with custom capabilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Bidder-as-a-Service (BaaS) - Enterprise tier with full customization |
| Subscription | Annual | Demand-Side Platform (DSP) - Standard multi-tenant offering |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Beeswax product offering
Product offeringCore offering
Beeswax operates a Bidder-as-a-Service (BaaS) platform and a Demand-Side Platform (DSP) that enable advertisers and agencies to run real-time bidding for programmatic ad buying. The offering is built around an extensible server-side bidder, a public REST API (Buzz), and a data analytics layer (Antenna), allowing customers to customize bidding logic, manage campaigns, and access audience data.
Product overview
Beeswax, now part of FreeWheel, operates as a demand-side platform (DSP) enabling automated media buying across premium video and omnichannel advertising markets. The product portfolio consists of two primary solutions: Bidder-as-a-Service™ (BaaS), a customizable single-tenant DSP for tech-savvy clients building proprietary bidding algorithms, and the full-featured multi-tenant DSP for standard programmatic buying needs. Supporting these core offerings are the Buzz API (REST APIs for campaign management and reporting), the proprietary extensible Stinger RTB bidder for custom algorithm development, and Antenna for data feeds and SQL-based analytics access. The platform enables advertisers and buyers to deploy proprietary data-based targeting models, bidding tactics, and measurement standards to gain control over the programmatic buying process.
Differentiator
Problem solved
Functional benefit
Brands
- Bidder-as-a-Service (BaaS): A customizable DSP with tools that enable tech-savvy clients to build their own programmatic buying solutions and decisioning algorithms with single-tenant deployment.
- Beeswax DSP
Products and services
- Bidder-as-a-Service (BaaS) An extensible, server-side programmatic bidding platform that allows large advertisers, agencies, and technology-savvy trading desks to run, customize, and scale their own real-time bidding infrastructure rather than rely on a closed DSP.
- Demand-Side Platform (DSP) A full-featured programmatic demand-side platform for advertisers and agencies to plan, buy, and manage RTB-driven ad campaigns across display and video inventory.
Companies that use Beeswax
Customer profileSegments2 records
Ideal customer profiles1 record
Beeswax technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Beeswax partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FreeWheel (Comcast)coreBeeswax is now part of FreeWheel, a Comcast company. The acquisition integrated Beeswax's buy-side bidder solutions with FreeWheel's premium video and omnichannel advertising platform. FreeWheel's Beeswax platform enables automated media buying across premium video and omnichannel advertising markets.
Recent moves6 records
Expansion highlights4 records
Beeswax competitors and assessment
Company assessmentDirect peers
- The Trade Desk: Independent buy-side DSP that competes directly with Beeswax across omnichannel programmatic media buying, including CTV and premium video. Both serve enterprise advertisers and agencies with data-driven bidding infrastructure.
- MediaMath: Independent omnichannel DSP serving agencies and advertisers with programmatic buying, data management, and optimization. Direct overlap with Beeswax DSP on agency-centric enterprise customers and omnichannel campaigns.
- Amobee: Omnichannel DSP focused on CTV, video, and programmatic advertising for agencies and brands. Direct competitor to Beeswax in the video-first, agency-centric DSP segment.
- Centro (Basis Technologies): Enterprise DSP and programmatic workflow platform serving agencies and brand-direct advertisers. Competes with Beeswax on managed-service and self-service omnichannel media buying.
- Criteo: Performance-focused DSP with deep retargeting and commerce-media capabilities. Direct overlap with Beeswax on lower-funnel programmatic buying for retail and ecommerce advertisers.
Broad incumbents
- Google Display & Video 360: Google's flagship enterprise DSP and the largest incumbent in the space. Overlaps with Beeswax on omnichannel media buying but bundles Google-owned inventory, first-party data, and a much broader portfolio of advertising products.
- Amazon DSP: Amazon's omnichannel DSP, deeply integrated with Amazon Ads and Twitch inventory. Competes with Beeswax in programmatic display and video buying for enterprise advertisers, with structural advantages in first-party commerce data.
- Adobe Advertising Cloud: Adobe's enterprise DSP, bundled with Adobe Experience Cloud and tightly integrated with Adobe Audience Manager. Competes with Beeswax on omnichannel programmatic buying for large advertisers seeking a marketing-stack vendor.
- Yahoo Ad Tech: Yahoo's programmatic ad-tech stack including a DSP and supply-side platform. Competes broadly with Beeswax for omnichannel advertiser budgets, with deeper native inventory and identity assets.
- Xandr (Microsoft): Microsoft's ad-tech platform offering a DSP alongside its supply-side and curation capabilities. Overlaps with Beeswax on programmatic omnichannel buying, particularly for advertisers needing Microsoft audience assets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Beeswax social profiles
Digital presenceBeeswax compliance and trust
Trust signalCompliance3 records
Beeswax financial estimates
Financial estimateRevenue estimate
Valuation estimate
Beeswax leadership team
Management profileNumber of profiles
Profiles2 records
Beeswax funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Beeswax M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Beeswax
What does Beeswax do?
Beeswax operates a Bidder-as-a-Service (BaaS) platform and a Demand-Side Platform (DSP) that enable advertisers and agencies to run real-time bidding for programmatic ad buying. The offering is built around an extensible server-side bidder, a public REST API (Buzz), and a data analytics layer (Antenna), allowing customers to customize bidding logic, manage campaigns, and access audience data.
Is Beeswax a public or private company?
Beeswax is a private company. It is classified as corporate owned and is currently acquired.
When was Beeswax founded?
Beeswax was founded in 2014. It employs 51 to 100 people.
Where is Beeswax based?
Beeswax is headquartered in New York, United States, in the North America region.
How does Beeswax make money?
One revenue line is on record: DSP Platform Fees.
Who are Beeswax's main competitors?
Direct peers on record are The Trade Desk, MediaMath, Amobee, Centro (Basis Technologies) and Criteo. Broad incumbents are Google Display & Video 360, Amazon DSP, Adobe Advertising Cloud, Yahoo Ad Tech and Xandr (Microsoft).
Does Beeswax have an API?
Yes. Beeswax offers the Buzz REST API for Campaign management and Reporting, which allows teams to customize workflow, dashboards, and system operations. The API enables management of accounts, users, roles, permissions, advertisers, campaigns, line items, creatives, creative assets, templates, and rules. The Stinger bidder component provides an extensible RTB (Real-Time Bidding) bidder allowing clients to write algorithms, add targeting, and manage campaigns. Antenna provides data feeds and SQL access for data analysis. Developer documentation is at api-docs.freewheel.tv/advertiser.
What industry is Beeswax in?
Beeswax's product category is Programmatic Advertising Technology (DSP / AdTech Infrastructure). Its primary akta.pro industry code is MPAAACAM, Performance Marketing Automation & Bid Management Services. Its NAICS code is 541860 and its SIC code is 7311.