Both run on your servers with no QPS limits. The difference is whether you get the code.
| DSP License | DSP source code (Own) | |
|---|---|---|
| Pay once | $25,000 | $50,000 |
| 12 monthly payments | 12 × $2,500 (+ $2,500 setup fee) | 12 × $5,000 (+ $5,000 setup fee) |
| Runs on | Your servers | Your servers |
| QPS limits | None | None |
| Source code | No | Complete source code |
| Change the code | No | Modify, extend and deploy freely |
| Your developers work on it | No | Yes |
| Traffic or advertiser limits | — | None |
| Branding, onboarding, training, upgrades | Included | Included |
Both include your brand and domain, OpenRTB and XML integrations, ad exchange integration, the AI automation suite, the white label reseller plugin and free upgrades.
In the site's words: a license gives you the right to own and operate the platform without the source code. Full source code gives you complete ownership and control, including the code, architecture and documentation.
Choose the License if you want to run the platform yourself but are happy to work within its settings.
Choose the source code if you need to change how the platform works or want your own developers to build on it.
The same prices apply to the SSP and ADX. The DMP is $15,000 to license and $30,000 for the source code.
Related: The three ways to buy the DSP · Which model should I choose?