Yes. Custom development covers any part of the ad stack, not only DSPs and SSPs. There are six kinds of build:
- Custom DSP: a buying platform for your advertisers.
- Custom SSP: a selling platform for your publishers.
- Ad Exchange (ADX): a marketplace connecting buyers and sellers.
- Ad Server: manage and deliver ads for advertisers or publishers.
- Traffic Management: route and manage ad traffic your way.
- Unique Solutions: integrations, APIs, plugins and fully custom builds.
Ad server builds
An ad server can be built for advertisers (serving and tracking their campaigns) or for publishers (managing zones, direct deals and floors). If you only need a publisher ad server on top of the SSP, the ready-made Publisher Ad Server add-on may be enough, from $300 a month.
Traffic management builds
Useful for networks that buy and resell traffic and need their own routing rules, caps and reporting.
Built from scratch or on existing code
Both. The team builds new platforms and adds features to existing ones.
Budget
Project budgets start at $15,000, with a written proposal first.
See AdTech Development. Related: What types of custom projects can you develop? and Publisher Ad Server (SSP add-on).