The white label technology is a ready-made licensed software product developed by one company and rebranded by another one, to make it appear its own. The mechanism seems clear, but what does white label mean in business today?

In the saturated ad market and high-competition environment, it is difficult to stand out from the crowd. The launch of the product will require a lot of effort and time, even if you’ve progressed far past the planning stage. It will take even more time to build your brand recognition and grow a loyal customer base, that’s why marketers invented white-label platforms.

What is White Label Branding?

White labeling is producing the products and services and their further rebranding and advertising under another brand’s name. The aim of it is to increase customer loyalty and trust, saving resources and time necessary for new the new solution development and deployment.

Still, what is white labeling in terms of business growth? Such a model means a lot for the startups and businesses that haven’t grown their own competitive brand names yet but already produce the same, or in some cases, even better quality products or services.

For other companies, such an approach helps to focus solely on development instead of investing resources in marketing and promotion. “white label business” refers to a fully supported product or service that is made by one company but sold by another.

White label product definition implies that it is a “raw” generic commodity, which is consequently rebranded, customized with the company’s logo, label, and identity, and used as their own.

White Label solution requires a minimum of upfront capital investment since the vendor handles all issues with software licensing, data center space or servers, costs on logistics, and tech support. After the company customizes the product with the feel and look of its own brand, it can begin selling the product as its own collecting revenues, and sharing the commission with the service provider or technology.

How does it work?

The vendor company develops a “plug-and-play” product for your business, for instance, a white-label advertising platform that’s seamlessly tailored to suit your brand. Then, you have to “decorate” the product to match your corporate identity. With the help of White Label, you can add your company’s name, logo, icons, URLs, corporate emails, components of the text, and some elements of the website to align them with your brand comfortably. After full customization, you will be ready to turn your white label sales right away, on your own conditions.

How White Label Solution Works

What businesses need White Label Solutions?

Very few companies can afford their own solution development from scratch. Using a ready-made software allows partners to launch their own brand based on existing technology, taking into account all the high standards and novelties of the industry.

All technical issues associated with white-label platform development, as well as further support and maintenance, are entirely outsourced to the white-label company. As a result, the brand receives the product which is made in accordance with technical requirements set before implementation.

In practice, the white-label approach works well for businesses across different verticals and industries. Saving money, time, and technical platform management are not the only reasons why you might want to launch your own platform. White Label solution is often developed for a number of less obvious reasons:

The business intends to focus primarily on brand-building or developing innovative customer service strategies.

Production requires a special registration or licensing.

The company intends to deploy a unique solution that is better adjusted to the brand’s purposes, objectives, customer service process, etc.

The brand wants to see particular technical features that cannot be found on any other platforms.

The brand wants to launch its own white-label business to save a share of media-buying costs typically spent on commissions paid to technology providers.

The brand wants to enter a new market and win the competition in the new segment and has a vision of how to capture its aim by applying a unique piece of technology.

The company is very small or has only head staff on a team. Still, it has the necessary funds to start a business ASAP.

The company doesn’t want to put quality at risk when developing the new platform and simply acquires technology that their team tried and liked before.  

Why do brands use White Label solutions?

The white labeling definition is quite self-descriptive, think of it metaphorically: the white label company gives you a blank piece of paper where you can write whatever you want and start your own brand immediately.

Instead of reinventing the wheel, going through trial and error, and wasting precious time and money, brands choose a simpler option: the White Label Solution. These are the main benefits that you obtain from launching WL products:

It’s all under your brand’s control: The first and the most solid advantage is that you have your own freshly-baked brand that you can build on ready-made software. Unlike a renowned franchise scheme when you use someone else’s name, White Label allows you to create a unique product, launch your own capitalization service model, and start winning the digital advertising world with it as a business owner. There’s more to it, by rebranding a white-label product as your own, you are reinforcing your trademark alongside with reputation.

It’s quick and easy to deploy: White-label solutions are ready-made, fully tailored solutions that make branding very simple. Through a partnership with a vendor, advertisers get to the market faster and provide customers with a solution immediately. Furthermore, such a solution is exceptional from the point of customization. In case it comes up to your mind, that this or that function might come in handy in the programmatic platform, white-label solution developers will always help to make that idea of yours come true.   

It’s cost and time-efficient: If you decide to build your own product from scratch, it may cost you time training existing employees or recruiting new in-house talents. Apart from the designing, prototyping, and development stages, crucial time should be spent on bug and A/B testing, positioning, and marketing promotion. By using an already-polished product from the white-label service provider, you get a chance to save up budgets on research & development.

It lets you do what you do best: Forced to do something that’s outside their competencies, the brands often achieve poor and unsustainable results. Enthusiasm is a good thing but in software development experience really matters more.  White Label Solution is not a raw script that needs to be retouched or finalized with no guarantee that it will work in the end. A white-labeled platform is a ready-to-use platform that can generate income right away. It undergoes revisions, and tests and if something goes wrong, your vendor takes full responsibility for fixing it.

Your customers will be grateful: Proved, With White Label Solution advertisers, can attract loyal customers and build stronger relations with consumers. Here’s why. You need to understand that your customers have needs and they're searching for easy and straightforward ways to satisfy them. If they find these ways elsewhere, they won’t wait until you develop your own. The White Label Solution lets you dodge the 'lost customers pit' by choosing prepackaged, immediate implementation options.

What is white-label software in programmatic?

For advertisers

SmartyAds offers a White Label DSP as an opportunity for marketers to have their own, customized demand-side platform with unique features, sophisticated infrastructure, and smart tools to manage ad purchasing programmatically. The platform features smart bidding optimization, fill rate booster, CTR pacer, and support for all creative formats, including Connected TV.

For publishers

White-label online business solutions are designed for publishers, who want to obtain more control over their inventory and gain more yield during media-selling. For them, SmartyAds prepared a White Label SSP platform with a core programmatic ad requests generation mechanism and private deals functionality.  

For premium partners. In case you are looking for an open marketplace where advertisers and publishers trade directly, without intermediaries, this is white label SmartyAds Ad Exchange you need to acquire. This independent solution lets you select programmatic partners and adjust media buying or selling according to the specific needs.

For independent traders. You can create your own trading place based on white-label technology and invite to the ecosystem only advertisers or publishers of your choice. This way you ensure purity and relevance of traffic, quality of filtered bid requests and responses, and reduce costs for server maintenance.

SmartyAds white label solutions bring advertisers and publishers closer to their brand’s identity and yield optimization because they feature unique advantages.

The programmatic white-label solution from SmartyAds is never a “software in the bubble,” it is a fully functional scalable white-label marketing platform

that features necessary media-trading infrastructure. In other words, your platform is already connected to the thousands of world-leading demand and supply partners. All that's left to do for us is customizing and launching part, all that's left to do for you is benefitting and celebrating the birth of your own brand!

Want to find out what is a robust white-label product in action?

Contact us, and we’ll help you define the best path for your brand development!