AD TECH INSIGHTS
by Roman Vrublivskyi
Posted on Apr 19, 2024
Exploring the Benefits of White Label Programmatic Advertising
by Roman Vrublivskyi
by Roman Vrublivskyi
Nowadays, a lot of business owners involved in the AdTech industry (and not only) try to do everything by themselves, no matter how overwhelming and stressful it is. However, developing something from scratch requires significant financial and time investments, which can be challenging for businesses with limited resources.
Fortunately, white label digital advertising solutions allow for getting to the market and achieving payback much faster. In this guide, we will explore the definition and benefits of white labeling, with a special focus on the programmatic environment. Keep reading to find out how you can benefit from it.
In plain words, white labeling works like this. You find a third-party provider that has already created the product you need and sells it on a white-label basis. You purchase this product, and it gets rebranded and modified according to your specific requirements. Then, it is introduced to your customers under your brand name.
This way, you don’t have to hire people for product creation or think about overhead costs, insurance, and healthcare for your employees — instead, you work with a partner on a fixed price to deliver the project you need.
We may not even realize how many products offered by companies come from a white-label background. This practice is applicable virtually to any industry, and digital marketing isn’t an exception.
White-label advertising is an integral part of white-label digital marketing services and may include many things — from ad campaigns and reports to ad products or even advertising platforms. It allows your agency to provide high-end digital advertising services to local businesses, helping them strategize, create, and implement their campaigns.
Due to rising Internet penetration rates (as of January 2024, there were over 5.3 billion Internet users worldwide) and the fast-growing popularity of digital platforms, more and more businesses around the world invest in digital advertising. Thus, in 2022, global digital advertising spending reached almost $550 billion. By 2027, this figure is projected to exceed $870 billion.
Since businesses are increasing their investments, it’s the right time for your agency to offer additional services and help them acquire new customers, drive more sales and conversions, increase traffic, etc.
Doing this according to the white-label approach is one of the most effective tactics, and here are several reasons to consider:
How to get started with programmatic advertising? Actually, you don’t have to be an expert in all areas to offer a fully comprehensive marketing package. White-label programmatic advertising works in the same way as any other white-label product. You find a third-party provider, purchase and rebrand its product, and then offer it to your clients. There is no need for you to develop your own technology, so you benefit from faster time to market and reduced costs.
In the dynamic landscape of programmatic advertising, white-label solutions have emerged as a game-changer for companies seeking to establish their presence without the burden of developing proprietary technology. By partnering with specialized white-label providers, businesses can swiftly enter the market armed with a pre-existing programmatic advertising platform, meticulously crafted and ready to be rebranded as their own. This strategic approach not only slashes development costs and time-to-market but also empowers companies to offer cutting-edge programmatic advertising services under their own distinguished brand. With white-label solutions, companies can seamlessly navigate the competitive realm of programmatic advertising, expand their service portfolio, and deliver unparalleled efficiency and effectiveness to their discerning clientele.
To gain a deeper understanding of the environment, you may also want to explore programmatic advertising trends.
Private label vs white label? If your marketing agency hasn’t yet explored the perks of white labeling, here are some good reasons you should do so. Find out what white-label services can help you with.
White labeling can help your company achieve its revenue goal in a shorter time. The more complete your product mix, the higher your chances of acquiring more clients and increasing their lifetime value. Offering additional products such as white label social media advertising or pay-per-click advertising will be a great plus for both you and your clients, who will no longer need to look for additional services elsewhere.
Apart from offering product-building services, white-label providers have tools, resources, and consulting available just for you. You will be able to focus on what you do best while being rest assured that your clients receive five-star services in all other products.
Clients are looking for agencies offering a full package. Expanding your product portfolio with additional white-label services will help you stay top of mind and competitive. Clients will compare your services with well-established agencies, and this will help you strengthen your unique value proposition.
The more services you have, the more expensive the products get. Additional services require investing in equipment, specialists, constant training to stay updated, account management tools, sales tools, etc. Reselling marketing services can help you increase revenues drastically while the expenses decrease.
Having a partner fulfilling your services gives you more time to strengthen your relationship with the client. Creating an experience with the right mix of marketing products and maintaining communication can help transform your clients into loyal customers — ambassadors for your brand. Simultaneously, you can increase your referral rate since satisfied and loyal clients will always spread the word about your agency.
Working on your business growth is a task that requires time, and so do your digital advertising or marketing strategies — they both need in-depth analysis, planning, execution, and a ton of resources. A partner agency can help you deliver what you’ve promised to your clients in time. Your product enters the market quickly, enabling you to achieve payback promptly.
Developing a solution from scratch can involve significant risks, especially if your agency has no experience in such tasks. What if a programmatic solution that you build has constant technical problems? This may affect your reputation and customers’ loyalty. However, getting a white-label product that has already been tested loads of times is a way to prevent such unpleasant consequences from happening.
White-label products are customizable in terms of design, and third-party providers are usually ready to customize them in terms of functionalities as well. You will keep things under control, so there is no need for you to worry that your product will be missing some required features or look like it was developed by a different business. It will have all the essential functionalities and your brand’s native look.
Any programmatic solution must be updated regularly to stay competitive, but in the case of white labeling, this is not your task. Credible providers continuously improve their products: they add new features, enhance the overall performance, etc. This way, updates are their responsibility, meaning that your product will keep pace with the market and, potentially, even outrun it.
After everything we’ve gone over, you may be wondering how you can find a white-label digital marketing provider that will perfectly fit your business needs.
First of all, you need to outline your business needs and goals. There are plenty of white-label products that you can invest in, so find the ones your customers really need. Moreover, integrating an agency partner requires a lot of research since there are multiple things you should consider. Some of them may be unique to your agency; however, there are some that you cannot miss. Here are two of them.
The more experienced your agency partner is, the higher the chances they will have a blueprint for building a good quality product. Your provider should have the result and a proven methodology covering all stages of the customer journey — from prospecting to onboarding, servicing, reporting, upselling, and retaining.
The best option is to hire a business partner with the right tools and mindset to go above and beyond to help you fulfill your expansion goal. Also, make sure that your future partner has enough expertise to implement your ideas and that you both align expectations and deadlines.
Before anything starts, weigh up the pros and cons to ensure that hiring a white-label partner is the best move to scale your agency. It’s the right time to consider building a WL marketing platform if your company is currently experiencing the following.
If your company doesn’t specialize in services that some of your clients require, instead of wasting time and effort on recruitment, training, and equipment, it will be faster and more cost-effective to ask for help from the experts.
If you still haven’t reached the desired heights in marketing, it means that your past efforts were insufficient. So, it may be the right time to find a white-label service that will help you enhance your current strategy.
Low sales can make any business shut down, and there are a bunch of reasons why they may decline — bad marketing tactics, wrong targeting, poor communication, and so on. White-label agencies can help you identify ways to boost your revenue and steer your sales department in the right direction.
Marketing is a very complex mechanism that requires in-depth training in many areas and years to master the skills. However, every company wants to offer the best solutions to their customers, so it’s crucial to have the right specialist to deliver services. So, if you lack money to maintain an in-house team, it’s best to get a WL partner.
AI programmatic advertising uses artificial intelligence and real-time bidding (RTB) to help automate and streamline the white label media buying process. In a nutshell, programmatic advertising campaigns allow for specifying a target market, budgets, and goals. Ad experts configure the campaign and use AI to place ads across a white label ad network to reach your highly targeted audience.
Having your own white-label ad exchange platform will help you grow your business, boost revenue, and become one of the most sought-after marketing agencies that provide a comprehensive product mix.
SmartHub is an innovative programmatic solution designed to help businesses create, install, and configure their own ad exchange platform in just a week. It’s equipped with a variety of functions and allows businesses to mediate the traffic correctly, establish their own rules and terms, and set up commissions. During installation, integrations, UI personalization, and not only, you get full technical support.
SmartHub, supporting white label CTV advertising that is getting more and more popular, also allows on-demand integrations that can be adjusted for every client. This means that as a platform owner, you can easily connect your DSP and SSP partners through a single interface. Moreover, using SmartHub also benefits each integrated partner due to its increased transparency, safety, and system accountability.
SmartHub is the pioneering white-label ad exchange solution that facilitates swift entry into the AdTech market. With a customer-first approach and pre-built technology, SmartHub empowers businesses to establish and maintain their ad exchanges efficiently.
Our unique model involves proactive customer care and support from a dedicated team of experts who go the extra mile to ensure exceptional business outcomes. With attentive support, expert guidance, and cost-cutting innovative technology, SmartHub delivers a powerful combination that propels your business toward spectacular results.
With SmartHub, you can confidently embrace the potential of the AdTech market, leveraging our robust platform to unlock spectacular results. Experience the power of a customer-centric approach, unmatched expertise, and advanced technology all in one comprehensive solution – SmartHub, your gateway to unparalleled success in the AdTech industry.
Of course, you can build your own ad network or exchange from scratch, but here are some pretty good reasons why it’s better to get a ready-made white-label platform:
The platform is already built, so everything you need is to install and customize it to your needs. The whole procedure will take less than 7 days (or just a bit more in case you have specific requirements).
You don’t have to spend extra money on hiring a team of in-house specialists to code, design, and maintain the platform. Moreover, the core of the platform is already prebuilt, which makes it even more affordable.
You get a tested and time-proven product thanks to the team of tech specialists who continuously maintain the platform.
You can always adjust the platform to your growing business.
Getting a white-label product allows for entering the AdTech market in a fast and smooth way, and this is not the only benefit. You expand your expertise, increase brand awareness, and boost revenue. All of these and other benefits can be achieved without significant resource investments.
Thus, if you are planning to get started with programmatic advertising, consider the SmartHub White Label Ad Tech platform. Thanks to the core technology that ensures a flawless advertising experience with advanced traffic evaluation tools, a custom interface, and human-friendly analytics, you can enter the market with minimized risks and budget in just a week.
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