DSP platform fees run roughly 10 to 20 percent of media on open-auction buys, lower on direct deals, plus data fees of $0.50 to $3 CPM per third-party segment, verification fees, and any agency fee. Enterprise DSPs such as The Trade Desk carry annual spend commitments; self-service platforms such as StackAdapt have no published minimum.
What moves it
The fee is one line; the take rate across the whole supply chain is the real cost, and the ANA found publishers received about a third of open-web programmatic spend in 2023. Supply path optimization and direct deals reduce it.
Programmatic display and video benchmarks, September 17, 2026
| Display CPM | $1 to $4 open auction; $5 to $15 on private marketplaces and premium publishers |
| Online video CPM | $10 to $25 |
| Native CPM | $3 to $10 |
| Viewability | 60 to 75 percent typical for display after optimization; 70 to 80 percent for video |
Sources and every other channel: Programmatic display and video benchmarks.
Cite this page:
Agency Echelon. "How much does a DSP cost?" Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/questions/how-much-does-a-dsp-cost/