Your DSP can buy from an ad exchange, and AdTech Europe now sells its own Programmatic ADX as a full product.
ADX integration on the DSP
The DSP License and the DSP source code include ad exchange integration and OpenRTB and XML integrations, so you can connect your DSP to exchanges and supply partners you choose. Your own DSP can also buy directly from your own exchange.
Your own exchange: Programmatic ADX
If you want to run the marketplace itself, the Programmatic ADX connects sellers and buyers under your brand:
- Rule-based routing, so each partner gets only the traffic it buys
- Floors and a margin per partner
- Traffic shaping that stops requests nobody bids on
- sellers.json and supply chain signals built in
- OpenRTB, plus XML feeds for pop and push
It is sold the same three ways as every platform: rent at $500/month (or $5,000 a year), license for $25,000, or own the source code for $50,000. Rented ADX plans include up to 25,000 QPS; bigger QPS plans are available. See What is the ADX? and QPS and pricing.
Who needs it
- Operators whose advertisers want specific premium inventory.
- Platforms at a volume where intermediary margin becomes material.
- Networks that want to resell traffic between partners and keep a margin on every deal.
Who doesn't, yet
If you are launching and still proving demand, start with the DSP and the supply it connects to. An exchange is a scaling decision, not a launch requirement.
Related: What's included, and what's an add-on · Full stack bundle