<< by Janet Driscoll Miller on May 8th, 2009
A few years back, I used to give a talk at Search Engine Strategies about partnering with ad agencies and why it may be a great channel for SEM agencies. Over the years, Search Mojo has worked with several different partners, and one of the discussions that often arises is the desire by some agencies to have Search Mojo “white label” our services.
White labeling, in the ad agency world, involves the a vendor or consultant appearing as the ad agency’s representatives, as if the vendor has put a “white label” over his own brand. In the past, white labeling was a fantastic way for an ad agency to appear to have a wider offering and more employees through the use of vendors. Agencies were able to offer a wider breadth of services while still appearing to be one cohesive company.
However, the dawn of transparency may bring the end of the white label approach.