What is whitelisting?

Whitelisting, or partnership ads, is running paid media through a creator's own handle rather than the brand's. It buys the creator's credibility and audience signal. It is the one thing synthetic production genuinely cannot replace.

In practice

Because whitelisting requires the creator's authorisation code, it also requires an actual relationship - briefing, payment, renewal. Brands frequently mistake it for a creative format when it is really a media-buying arrangement, which is why it sits alongside studio production rather than competing with it.

Why it matters commercially

Ogamama produces the assets this term describes, from existing product photography, on a written quote. Order a free tasting on one of your own products.

Related terms

UGC video adHook rateCreative fatigueSponsored Brands VideoA+ contentListing videoAspect ratioSpark adsSafe zoneUsage rightsCatalogue videoPackshotAmazon Brand RegistryCreative testingLocalisation