Posted on Jan 13, 2023

Why It Is Beneficial to Use White Label Products in Programmatic Advertising?

The landscape of the digital advertising market is changing so rapidly that the world has begun to feel the lack of specialists to develop new solutions. Hence, the White Label concept appeared as a new way to create a brand product by developers from another company.

White Label partnership is the latest trend in adtech. Today, the U.S. market has dozens of successful adtech companies that produce WL solutions for DSP, SSP, and DMP. The White Label development allows startups and experienced companies to enter the RTB ecosystem with their new robust solutions as quickly as possible!

Let’s look at the features of the White Label concept and its value for the adtech market.

how white label solution works

What is White Label: Focus on Competencies

The entire process of creating a White Label product usually takes only a few days and is significantly cheaper than developing the product from scratch. Indeed, it is more than just a ready-made solution — this is a range of valuable benefits for your business that you did not even know about.

Time For Your Business

White Label is an excellent business approach since every market player can focus on their competence without reinventing the wheel.

So, White Label makes it possible to avoid wasting time and resources on coding, design, and licensing unless your business specializes in it and has a separate IT staff. The vendor’s developers create a software solution on their pre-built core and customize it to your wishes. You can focus solely on other processes and enjoy an excellent tool for your business. 

If you don’t have time and money to experiment and want to enter the adtech market as soon as possible, White Label is a perfect way to do that.

Pressure Off

As a rule, White Label is a polished product with perfect uninterrupted operation. You may feel safe with such a platform, as all tech maintenance responsibility falls to the White Label partner.

All technical or other matters are the responsibility of the vendor company, which is interested in fixing it with the whole development team as soon as possible.

High ROI

Creating a new product or solution is always risky, but using a ready-made White Label solution guarantees high ROI. 

In practice, development from scratch is costly and sometimes has unreliable results. In terms of cost, investing in a finished White Label product is much more efficient than developing from the ground up.

The WL concept is optimal if you need more time or resources to experiment and want to enter the marketplace quickly.

benefits of white label for your business

White Label in the US Adtech Market

White Label is a business practice for large companies and start-ups. For instance, a company has an advertising business and decides to join the real-time bidding. Or a start-up comes into the adtech market with a limited budget. Both companies will be interested in White Label partnerships that will help them solve their issue quickly and professionally.

Adtech is quite complex; each company has valuable private experience and methods. So why not gain precious advantages by working with them now? Let’s look at the White Label technology and how it helps brands grow their advertising business in just one month.

The process is simple: you buy ready-made adtech technology that feels and sounds like your own. Small superstructures often take little time and are inexpensive. You are entering the market with a fully serviced platform and have your first significant advantage over many competitors.

No Versatility

In developing the White Label DSP/SSP/AdExchange solutions, the adtech market experience is significant. A deep understanding of traffic and constant analysis make the media trade safe and transparent. Of course, ready-made WL platforms are expected to be reliable and efficient, resulting in increased income and return on investment.

However, no White Label development is universal. Because there are no universal business requirements, and the experience and capabilities of every company are different. Each White Label development is a separate story; ready-to-use adtech platforms differ significantly in terms of cost, flexibility, and integration into the RTB market.

The WL product can be compared with the car. Every car has four wheels, doors,  and windows. But different cars have absolutely various configurations, costs, and efficiency. As in adtech, everything depends on the type of business, budget, data volume, and many other aspects.

More Transparency

There are many problems in the digital advertising world. On top of fraud, there is a lack of transparency. It is challenging to trace hidden commissions and margins that bother advertisers. For this reason, many prominent market players have started creating spaces for buying and selling media. This way, they protect their inventory and save on commissions previously paid to third-party advertisers.

White Label Ad Exchange is a great solution to resolve these issues.


One of the most important things for those buying the White Label is scalability. Namely, the extent to which the supplier company is ready to complete the functions and technologies — everything necessary for your growing business. Many novice business people fear that the White Label platform will be confined as the company grows. 

Suppose such a company is not in its first year in the programmatic market and already leads several customers. In that case, it has valuable multi-experience with businesses of different levels and special tools for scaling them. Also, experienced adtech companies are constantly changing at the same pace as the market. For instance, SmartHub’s White Label is flexible enough to scale over time to the needs of your business.

Expert Work

Obviously, intellectual property is one of the important assets of a business. The issue is, can you find sufficient resources to build a platform from scratch? Can your business wait until the platform can be launched on the market? Will this be a step forward in the highly competitive adtech market? Practice shows that the creation and successful implementation of new software solutions are still only within the power of large brands.

It is one thing if you are the same company that creates White Label solutions for other companies as does SmartHub. But if your business goal is quite different, there is no point in spending a considerable amount of resources and time on something that can be delegated to more experienced market players. Otherwise, you will have to follow a learning curve beyond your competence. You will face many difficulties in the adtech market. It’s complicating all the privacy rules, the rapid change of advertising formats, and other moments. You’ll need intense market research, which will cost much more than buying a White Label.

Think about your goal — to learn how to create or use ad platforms for your business. SmartHub builds Ad Exchange platforms, and they do an excellent job. They have come a long way through extensive market research, challenges, and victories. And now they’re putting the most valuable things they’ve learned into ready-to-use software solutions for other companies.

White Label Ad Exchange: Exclusive Safety Network

If you’re a startup owner or an experienced company in the market and want to grow your business, the White Label is a great choice. Today, more adtech players decide to have their own software solutions to capitalize on their platforms. 

Ad Exchange is a digital marketplace where advertisers and publishers meet to buy and sell inventory via real-time bidding (RTB). Real-time bidding allows multiple advertisers to bid on ad inventory before a website loads, instantly displaying the winning ad.

real-time bidding ecosystem of an ad exchange

Building your own Ad Exchange is quite challenging. To run a truly successful White Label Ad Exchange platform, we need an easy and seamless connection of ad exchange to real-time bidding.

With White Label Ad Exchange, you can:

  • decide who to trade with;
  • protect privacy;
  • analyze the most profitable ad formats.

With SmartHub, you get ready, proven technology from a reputable adtech market player. The investment payback time is up to 2,6 months!

As a rule, it takes only 7 business days to install the White Label platform. The platform is set up and tested during this time.

how SmartHub white label ad exchange works

Advanced Trading Rules

White Label Ad Exchange is conceived to extract maximum traffic value. You can also include and exclude certain partners in advertising procurement, set your own trade rules, and own commission for resale traffic. 

SmartHub’s White Label allows you to trade through VAST to RTB, RTB to VAST, and VAST to all connections. This means that all types of connections speak the same language. Also, SmartHub represents the possibility of non-standard (non-RTB) partner integration.

As a result, you create an exclusive network with trusted partners and have maximum protection from fraud. 

User-Friendly Interface

The White Label Ad Exchange platform from SmartHub is very intuitive, even for new people in business who don’t have a technical or adtech background. 

In addition, SmartHub’s platform is fully transparent for business owners. You will receive detailed information on trade dynamics, traffic quality, and other regular information at the right time. Also, you have access to all the data as the product’s owner.

smarthub white label ad exchange core features and capabilities

For increased reliability, SmartHub’s server infrastructure is located in the eastern and western United States, the Asia-Pacific region, and Europe, providing instant and seamless real-time advertising. Also, if you want to work with other regions — it is possible to buy and install a separate server there.

Multilayered Fine-tuning

The SmartHub team spent over 6,700 hours creating the core. The platform already has such advantages as precise targeting, incoming and outgoing real-time traffic analytics, 24/7 fraud protection, making white and black lists, and an expanded pool of advertising formats.

Also, with SmartHub, your clients can securely use ad formats and find new customers using them in new environments you have never seen before. For example, the audio format does not compete with banners and is not blocked by anti-banners, improving brand recognition.

Reliability and Risk-avoiding

The digital advertising market loses billions of dollars annually because of fraud. SmartHub’s White Label Ad Exchange is protected against fake impressions, domain spoofing, bots, install hijacking, and other threats. Also, SmartHub includes more than 20 metrics to measure a system’s performance.

SmartHub uses the latest technologies for the most secure operation of White Label adtech. So, safety scanners constantly monitor the quality of traffic: Pixalate, Protected media, TMT, Forensiq, and GeoEdge in real-time. For example, Prebid Server allows getting additional demand from leading advertising exchanges on the advertising server in real time (almost every major publisher has already built this tool into its ad server). With the QPS adapter filter, your platform will only get the type of traffic your partners are looking for: country, device type, connection type, and operating system. SmartHub’s WL also connects the supply/demand partners you need from its trusted list.

This is a genuinely secure system; you know all partners whose traffic is verified by best traffic scanners, GDPR, and CCPA data processing mechanisms are also in place. 

Traffic Leverages

Moreover, SmartHub’s White Label has unique levers for traffic control. You can set your own terms of trade to optimize the programmatic processes between advertisers and publishers to get a higher commission.

Besides real-time bidding (RTB) auctions, SmartHub’s White Label Ad Exchange supports alternative sales channels and internal media sales teams.

You can read the case studies of our client’s success to understand how things work.

Robust Team

The SmartHub Outstaff team will monitor the performance, strategy, and execution of advertising businesses. They will quickly solve any problems on the platform and help your company scale.

The SmartHub team uses a program to adapt to customers. They will analyze the stats daily, verify trading and concentrate on maximizing the benefits of relations with RTB partners. It is a team of talented people with extensive experience and knowledge not only in the platform but also in business development, advertising technology, and customer relationships. Meanwhile, the team is proactive and provides for possible difficulties.

At the same time, SmartHub constantly trains the team on its side to meet your business needs.

Customer-Centric Focus

SmartHub services extend beyond customer/technical support and business advice.  A solid relationship with customers is one of the most important secrets to the success of the White Label in the adtech field. SmartHub receives valuable feedback to develop, enhance, and refine the product proactively.


The White Label solution is a window of opportunity for modern business. SmartHub has extensive experience in the adtech market and integrates all knowledge into the White Label core, converting it into a powerful RTB Bidder.

smarthub white label ad exchange - why businesses trust us

With SmartHub, you can create your own robust trading environment to generate quality traffic and make more deals on the adtech market. Start making a profit in just a few weeks!

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