White Labs Media

What White Labs Media does

White Labs Media is a Sydney-based, founder-owned digital agency operating as a white-label programmatic trading desk for other agencies and direct brand clients. Founded in 2019 and operating with 1-10 employees, the company positions itself as a transparent alternative to 'black box' media buying, offering a Demand-Side Platform (DSP)-agnostic model that orchestrates campaigns across Google, Meta, LinkedIn, YouTube, programmatic display, digital out-of-home (DOOH), and audio/podcast inventory. It has processed more than 15M in cumulative media bookings across 5,000+ campaigns for 75+ active advertisers, and has helped 12 partner agencies transition toward in-house media buying capability.

The company's offering is structured as three integrated core services rather than a modular software product: Strategic Digital Planning (goal-aligned strategy and ecosystem design), Full-Funnel Digital Advertising (multi-channel campaign execution), and Insight-Led Custom Solutions (real-time dashboards and cross-platform reporting). It does not own a proprietary DSP or ad-serving technology; instead, it integrates multiple third-party DSPs and standard analytics tools (Google Analytics, Meta Pixel) to deliver its service. Revenue is generated through managed services fees on white-label media buying, with quote-based pricing and multi-year contracts. Distribution is hybrid: a white-label agency channel that delivers services under the partner agency's brand, supplemented by direct consultation-based sales to enterprise brand clients. The company is bootstrapped, holds no disclosed external funding, and is led by Founder & Managing Director Saad Sircar and Programmatic Lead Angad Grover. Its operating geography is Australia, with industry association credentials including Meta Business Partner status and Interactive Media Association of Australia (IMAA) membership.

Name

White Labs Media

Legal name

White Labs Media

Website

https://whitelabsmedia.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. White-Label Media Buying Services: White Labs Media provides programmatic media buying services as a white-label partner to agencies, charging fees for media planning, strategy execution, and campaign management. The transparent model reveals all costs associated with media buying.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

White Labs Media is a Sydney-based digital agency and white-label programmatic trading desk that delivers transparent media buying, digital strategy, and campaign execution services for agencies and brands. It offers Strategic Digital Planning, Full-Funnel Digital Advertising across Google, Meta, LinkedIn, YouTube, programmatic DOOH, audio/podcasts and premium rich media, and Insight-Led Custom Solutions with real-time dashboards and reporting.

Product overview

White Labs Media is a white-label programmatic advertising platform and trading desk operating as a single unified service rather than a modular platform. The company offers three integrated core offerings that work together: Strategic Digital Planning provides the foundational marketing strategy and ecosystem design; Full-Funnel Digital Advertising executes targeted campaigns across Google, Meta, LinkedIn, YouTube, programmatic display, DOOH, and audio/podcast channels; and Insight-Led Custom Solutions delivers real-time dashboards and reporting to measure and optimize performance. The three products form a continuous feedback loop where strategy informs campaign execution, and performance insights inform strategic optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Digital Planning
• Full-Funnel Digital Advertising
• Insight-Led Custom Solutions

Quantifiable outcome

• 15M+ media bookings processed
• +2 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Jellyfish: Global digital agency offering media planning, buying, and programmatic activation as part of a wider portfolio; competes with WLM for agency-channel media-buying mandates at larger scale.
• The Trade Desk: Independent global DSP that powers much of the omnichannel inventory WLM buys; an upstream incumbent in the programmatic ecosystem that competes indirectly by enabling agency in-housing.
• Hearts & Science: Omnicom-owned media agency with deep programmatic and data-driven buying capabilities; a broader incumbent that competes for the same agency and brand spend as WLM.

Regional players

• Hatched Media: Australia-based digital media agency offering programmatic and paid media services; a regional peer competing in the same Australian market WLM serves.
• OMG Australia (Omnicom Media Group): Australian arm of a major global media agency group with full programmatic and omnichannel buying capabilities; competes with WLM for mid-market and enterprise media-buying work in Australia.
• Val Morgan: Australian cinema and digital out-of-home media company with growing programmatic DOOH capabilities; overlaps with WLM's DOOH and entertainment-vertical focus in the Australian market.

Direct peers

• Digilant: Independent programmatic media-buying agency operating across multiple DSPs for global brands and agencies; mirrors WLM's agnostic, transparency-led positioning and full-funnel digital execution.
• MiQ: Global programmatic media partner built around an agnostic, multi-DSP approach and transparent trading practices; directly comparable to WLM's white-label trading-desk model for agencies and brands.
• Infectious Media: Specialist programmatic media agency providing planning, buying, and activation across multiple DSPs for brands and agencies; closely aligned with WLM's white-label, multi-DSP trading-desk offering.
• Croud: Digital media agency built on a multi-platform, agnostic model with strong agency-channel heritage; comparable to WLM in offering full-funnel programmatic and digital media services across paid channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/white-labs-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about White Labs Media