White Label Media Buying
"One hand cannot clap."
Ad Buying Group, Defined
In theory, advertising is easy to buy. In practice, it’s one of the most costly, complex, and time-consuming responsibilities on a CMO’s plate. With channels multiplying, 67% of CMOs report feeling overwhelmed by advertising data. An ad buying group brings discipline to this chaos—working as a specialized partner to ensure investments are efficient, intentional, and tied to measurable outcomes.
Criterion Global functions as an independent ad buying group supporting three types of clients:
- CMOs and in-house marketers needing paid ads services,
- Independent creative agencies seeking "White Label Media Buying"
- Growing organizations unsure of how to buy advertising space
If you’re exploring how an ad buying partner can improve your media investment—and whether Criterion Global is the right fit—read on.
1. Why CMOs Need an Ad Buying Group
CMOs and in-house teams partner with ad buying groups like Criterion Global to access deeper expertise, reduce operational burden, optimize costs, and ensure their media investments perform. While the reasons vary by organization, they all converge on the same point: an ad buying group delivers specialized capabilities that materially improve how brands invest in advertising.
Broadly speaking, there are four key benefits to working with an ad buying group:
First, ad buying groups offer true cross-channel expertise. Brands may have platform specialists, but few can assemble the strategic, analytical, and martech depth required to operate like a full internal media agency. Even robust teams often bring us in as paid media consultants to strengthen strategy and execution.
Second, buying advertising space is operationally demanding. We handle vendor research, negotiation, setup, monitoring, and optimization—freeing internal teams to focus on brand, content, and revenue-driving work. See examples in our paid media case studies
Third, we bring market intelligence from managing investments across categories. This allows us to benchmark rates, negotiate value, and stay ahead of shifting pricing models and targeting capabilities. As an independent, channel-neutral agency, we help brands buy ad space efficiently and effectively.
Finally, we use specialized tools and analytics to measure performance, optimize spend, and communicate results in clear financial and operational terms. This ensures brands to get the most from their media investment and can prove the value of their spend.
To explore how we can elevate your media buying, schedule a no-obligation 30-minute conversation with our team.
2. White Label Media Buying = Agency BFF
Independent creative agencies know that media buying enhances their work in two critical ways. First, it activates creative strategy, giving clients real proof of performance in-market. Second, it increases agency revenue—often 5–10x beyond creative fees alone. White-label media buying with a partner like Criterion Global creates meaningful incremental revenue without the cost or complexity of building an internal media team.
- Maybe you have a one-off project need for an international media buying scope? (That's how our work on GoDaddy's international expansion began)
- Maybe you're a growing organization with content, but no consistent, accountable way to buy advertising space to get your message in-market? That's how we eventually began as a growth agency for Europe's fastest-growing unicorn.
- Maybe you're some combination of brand or creative agency that needs a paid media consultant to determine whether or how an ad buying group is even necessary? (That's totally ok too.)
3. Just Need to Buy Ad Space?
We’re strong advocates of real human conversation. Whether you’re certain you need an ad buying partner or simply want expert guidance, we’re here to help. Our team provides live coverage across APAC, EMEA, and the Americas—so don’t hesitate to reach out and discuss your needs. Contact us to get in touch.
4. White Label Media Buying, On Demand
Whether you’re a CMO, an in-house media lead, a creative agency partner, or simply unsure whether you need an ad buying group, we’re always open to a conversation. Schedule a 30-minute call with our strategists to explore how white-label media buying can accelerate your brand’s growth.