Beeswax

Programmatic Advertising Technology (DSP / AdTech Infrastructure)beeswax.com

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

Programmatic advertising platform
Real-time bidding infrastructure
Demand-side platform software
Bidder-as-a-service
Adtech data platform

Where Beeswax is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments2 records

Ideal customer profiles1 record

Beeswax technology and API

Technology

Technology 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 signal

Partnerships

One partnership is on record.

FreeWheel (Comcast)coreOthersBeeswax 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 assessment

Direct 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 compliance and trust

Trust signal

Compliance3 records

Beeswax financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Beeswax leadership team

Management profile

Number of profiles

Profiles2 records

Beeswax funding detail

Funding detail

Funding 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 investment

M&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?

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.