Short answer: no, not to get started. The DSP itself lets advertisers retarget and suppress audiences. The DMP is a separate platform for operators who want to go further with data.
What the DSP gives you
Out of the box, your advertisers can build retargeting and suppression audiences and use them in campaigns, and the plugin marketplace adds options such as Lookalike Audiences, Audience Import and Value Bidding.
What the DMP adds
The White Label DMP is a data platform in its own right:
- Customer lists uploaded once and used on every channel, with hashed matching.
- Engager and converter audiences with 7-180 day lookback windows.
- Exclusion audiences shared by many campaigns.
- Reach counts and daily health checks per audience.
- Your own brand, so you can sell data services to clients.
What it costs
From the pricing page: rent the DMP for $300 a month (or $3,000 a year), license it for $15,000, or own the source code for $30,000. License and source code can be paid once or in 12 monthly payments with a setup fee of one payment. The full stack (DSP, SSP, ADX and DMP) is $1,500 a month.
When it is worth it
When your clients run enough campaigns that managing audiences becomes a product in itself, or when you want to resell data services under your brand.
Related: Connecting a CDP · Full stack pricing: DSP, SSP, ADX and DMP together