By Roman Vrublivskyi, CEO of Attekmi
In 2025, the global adtech market size surpassed $986 billion, and by 2034, this figure is forecasted to exceed $3,227 billion. The market expansion is driven by multiple factors, and the main ones include but are not limited to the growing adoption of programmatic advertising, evolving AI capabilities, and privacy regulations that create new markets right inside adtech.
However, the market is also growing as more businesses become adtech operators themselves. Why? Doing this gives you greater control over your data and processes and enables you to offer additional services to your clients. You may think that adtech solutions are too complex, and that building one from scratch can take months (or even years) and significant investment. You are obviously right. The good news is that there is a shortcut: a white-label adtech platform. Pre-built ad exchanges, demand-side platforms, ad servers, or other adtech solutions can be launched within a few weeks at much lower cost. Due to this, white-label solutions are reshaping the industry, but what can we expect from them now and in the future?
Beyond cost-efficiency: Why white label is gaining momentum
What are the key benefits of white-label adtech solutions? Obviously, these are cost efficiency and a quick time-to-market. Such platforms are pre-built, and they are only customised according to every client’s requirements. Therefore, instead of investing time and money into development from the ground up, you can join the adtech ecosystem in a streamlined way – much faster and cheaper. However, these are not the only advantages you should be aware of.
Continuous maintenance and platform upgrades are the responsibilities of an adtech provider, which also reduces operational costs. In addition, the risk of errors or bugs is minimal – you get a solution that has already been tested not only by a provider but also by other companies using it.
White-label solutions are rebranded to look and feel as if they were developed by your business, not a third-party vendor. Certain providers even offer feature customisation, so a platform can be fully tailored to the business’s needs.
In addition, modern white-label solutions come already equipped with fraud prevention and performance optimisation capabilities. They are designed to grow together with your business.
To sum up, white-label solutions are a way to reduce costs while ensuring maximum efficiency. That is why more companies are choosing them over building adtech platforms from scratch.
How white-label benefits the entire industry
Following the white-label approach can benefit all parties involved in the industry (and beyond). How? Here are just several examples. For instance, for agencies, this is a way to scale faster and become technology partners rather than service providers – again, without the need to build a complex solution from the ground up. At the same time, they do not have to create and maintain engineering teams – platform updates are the responsibility of the adtech vendor.
For publishers, this means greater control over inventory monetisation efforts, reducing reliance on external intermediaries and driving revenue. In turn, brands access advanced advertising capabilities and enhanced control.
The variety of available white-label adtech platforms is impressive, including ad exchanges, demand-side platforms, and supply-side platforms. Therefore, any organisation operating in the industry can easily find a solution that meets its needs fully and launch it quickly.
Transparency and lack of differentiation still remain an issue
At the same time, transparency remains a challenge, and this is not only about platforms’ reporting capabilities. Hidden fees and margins, limited visibility into inventory quality, and incomplete understanding of the solution’s logic – these are just some of the potential nuances. In addition, white-label solutions are pre-built, so if many businesses use the same platform, it becomes harder for them to stand out and justify premium pricing.
Is there a way to solve these challenges? Sure, you only need to choose the right adtech provider. Firstly, look for a vendor who prioritises transparency. Secondly, try to find a provider who enables full-scale customisation. There are not so many of them on the market, but they still exist and, most likely, their number will increase. For instance, Attekmi offers a White Label Ad Exchange solution that supports not only UI personalisation but also custom on-request feature development. According to Roman Vrublivskyi, Attekmi’s CEO, white-label adtech lowers the barrier to entry but raises the bar for differentiation, and that is why the company released its white-label platform.
The promising future of white label in adtech
How will white-label solutions evolve in the future? First and foremost, having AI and ML capabilities will become a differentiator. The global AI in marketing market size reached more than $20 billion in 2024 and is projected to surpass $82 billion by 2030. The forecasted growth is driven by increasing demand for AI and ML – businesses utilise these technologies to optimise performance, deliver personalised experiences, and more. Therefore, more and more white-label platforms will offer AI and ML-powered functionalities – for them, this will be essential to survive.
We can also expect the growing adoption of emerging formats. For instance, global CTV ad spend was forecasted to surpass $29 billion in 2024. By 2027, this figure is projected to exceed $38 billion. In response to the evolving needs of advertisers and publishers, white-label solutions cannot remain limited to classic formats; they must also support CTV, DOOH, and other formats and environments.
At the same time, niche solutions are also likely to emerge. Tailored to the needs of specific verticals (e.g, healthcare), they will have unique capabilities and enable their owners to offer special value to their partners.
In addition, given privacy regulations and the deprecation of third-party cookies, white-label adtech platforms will increasingly become data-driven ecosystems that help owners control, segment, and activate their own first-party data.
Last but not least, more businesses, including small ones, will adopt white-label platforms. White-label technology minimises costs and accelerates market entry, making it affordable for companies with limited budgets. This may increase market competition, but choosing Attekmi’s or another provider’s solution with feature customisation options can help minimise the impact.
In general, white-label adtech solutions are here to stay, and their future looks promising. These platforms will continue to evolve in line with industry trends and the needs of marketers, publishers, agencies, and other market players. Therefore, this underscores another important factor to consider when choosing an adtech provider. The solution should be regularly upgraded with new features; otherwise, it will be hard for you to remain competitive and drive revenue effectively.
