A short decision guide. Every platform (DSP, SSP, ADX, DMP) is sold three ways. For a longer guide see Choosing rent, license or own.
Rent it if
- You want to be live fast: branding is self-serve and a rented platform can go live the same day.
- You prefer a predictable monthly cost ($500/month for DSP, SSP or ADX; $300 for the DMP) to a large upfront payment.
- You have not yet proven the business.
- You do not want to run servers: it runs on ours, with every new release included.
License it if
- The business is proven and the monthly fee is no longer the efficient way to pay.
- You want it on your own servers, with no QPS limits.
- You want the license extras: OpenRTB and XML integrations, ad exchange integration, the AI automation suite and the white label reseller plugin.
- You do not need to change the code.
Own it (source code) if
- You need to change how the platform works.
- Your developers will work on the code.
- You want no recurring platform fee and no traffic or advertiser limits.
A sensible path
Most operators should not buy at the top on day one. Rent, prove the model with real clients, then move to a license or the source code when it pays for itself. You can move up at any time.
If cash flow is the limit, licenses and source code can be paid in 12 monthly payments. See Installment plans.
Related: The three ways to buy the DSP · DSP License vs owning the source code
Nov 13, 2026