What is a white-labeled advertising solution? In simple terms, the product, campaign, technology or marketing service is created without a branded label. The purchasers of the white label solutions can use or resell them to clients under their own logo. This way, resellers don’t have to reinvent the wheel and develop a platform on their own. Instead, they can focus on providing the products to the right audience. White label marketing can include full marketing campaigns or just some parts of it, as well as white label SEO, PPC advertising, email marketing, SMM, etc. One can also use white label solutions to provide other related services, such as web design, app development or content marketing.

But how exactly does this concept work and what does white label mean in business? If company A provides various services to their clients that does not necessarily mean they have an in-house team for every service they sell. In many cases, some of the work is outsourced, meaning that company B provides some of these services and company A then resells it to clients as their own. Sometimes company B even sells services to the client directly, on behalf of company A, but all these details are usually subjected to the exact agreement between the companies.

White label digital marketing is a great choice for businesses with growing needs. Using this model they can commission reputation management, marketing automation, social media management or other issues to another company.

There are 3 major cases to use white label advertising in a small business.

  1. You run a digital marketing company specialized, in SMM, email, and content marketing. Customers are happy with your services, but you also need a full-on advertising strategy to maximize incomes.

  2. You run a small business but lack the funds and competent staff to develop your own solution and compete with larger enterprises.

  3. You want to create new revenue streams in the short term and without big investments.

In all these cases, the cornerstone of each goal is to retain existing clients and attract new ones. More clients give you better competitiveness which leads to higher revenue. According to the statistics, the second biggest challenge for a marketing company is customer acquisition — it’s a major struggle for 39% of advertising service providers. If you also fight for clients and search for a new way to scale your business, white-label advertising technology can be your lifeline. Let’s review 4 white-labeled advertising strategies.

PPC White Label Advertising

PPC advertising campaigns are similar to SEO campaigns: they both are aimed at driving traffic to your website through search engines. But when SEO is used to reach the right audience organically, PPC implies per click payments in exchange for the high ranking in a search engine. A well-done PPC campaign is reactive: your website may jump to the top in 1-2 days after the launch. According to a case study, it’s possible to gain more than 4,000% ROI in just 30 days with white label PPC service.

White label PPC advertising strategy means you can provide hands-off PPC services to your clients or resell these services to other marketing companies. The full-stack PPC white label solutions include PPC campaign design for a specific company. Also, the platform can work as a standalone (unserviced) solution. WL PPC solutions may be accompanied by various other services under clients’ logo, such as ad design and copywriting, landing pages creation, optimization, etc.

It can also be a managed service where experts and support teams offer campaign management, measure ROI, and make regular performance reports & analytics for clients.

SMM White Label Advertising

Brand’s presence on Facebook and Instagram is now a must. By running a social media marketing campaign, you communicate with your target audience in a more casual environment. The main purpose of social media is entertainment, which makes this marketing channel the best solution for establishing strong brand-customer relationships, gaining loyal fans, and even growing business partnerships. 

On average, social media platforms bring 25.6% of referral traffic to websites. Such social networks like Instagram and Youtube ride the crest of SMM today bringing 890% and 161% more visits and YoY, even though Facebook has obviously lost its grasp.

Find out what other advertising strategies you can use to drive website traffic.

search vs social trends of visits

Outsourcing SMM part to social media specialists from a white label service provider may help the companies who lack experiences in-house specialists or whose business segment is too specific and, therefore, demanding. Same way, you can buy access to social media software and resell it as your own branded solution for social media growth, account management, posting, social media analytics, and so on.

White Label Email Marketing Services

Email marketing is often underestimated but it can become a working part of your digital advertising strategy. There were 281 billion sent and received emails per day in 2018, each of them serving different purposes. For example, opt-in email advertising campaigns, where the customer provides consent to receive promotional materials from a particular brand, are aimed to retain the existing audience.

What is typically white-labeled in email marketing? The most common email white label solution is email marketing automation platform. Emailmonday states, that half of businesses already use email marketing automation as automated emails generate 320% higher revenue than non-automated.

The majority of brands use Mailchimp to run their email campaigns — 61.00% is their current market share. However, every marketing company may change the game by purchasing a white label email platform and tailoring it to the specific needs of their clients.

Programmatic White Label Advertising

Just like email marketing, display, and  native, desktop and mobile advertising is now automated with programmatic. Programmatic software automates ad selling and buying processes, matching demand and supply sides in a real-time. The process is straightforward: advertisers place an automated bid to compete for publisher’s inventory slot, after what AI algorithms define the best bid and send a request to the ad server to deliver the ad to an end-user. All in the matter of microseconds.

Programmatic display ad spending grows every year. This year, the total programmatic display ad increased by 21.2% compared to the previous. According to eMarketer, the trend will keep growing in 2019, that’s when the programmatic ad spends will reach $45,94 billion.


Programmatic has a number of undeniable benefits, but it can also be too big a challenge to create your own ad network, especially if your business is rather small. On the other hand, there are plenty of options to outsource part of the development process or buy an already finished solution, which can save lots of time and effort. One can get a unique and secure programmatic environment created according to their business needs without having to hire huge teams of developers and support.

We offer a full range of programmatic solutions to our clients: WL Supply Side PlatformWL Demand Side Platform, and WL Ad Exchange. However, if you want to run an agency that offers programmatic advertising services, there is no need to spend months or even years to develop your own ad tech software. You can embrace the power of our white label advertising technology and customize it according to your business model in the quickest possible way.

In case you want to create a platform for media-buyers, build a custom DSP to run CPM advertising campaigns on any device and through any channel. If your audience is publishers, you can create your own custom SSP based on our technology in a click. Finally, if you want to deal with an open marketplace for both, a branded Ad Exchange technology is also at your disposal. Launch a programmatic platform that functions according to your own conditions and capitalize easily on white-labeled ad tech products.

Acquire SmartyAds white labeled advertising products to outrun your niche competitors!

Written by
Oleg Tymchyshyn, Head of SaaS Sales and Business of SmartyAds
January 2020