DSP pricing is difficult to compare because most demand-side platforms do not sell advertising through one simple public price.

A DSP may charge a percentage of media spend, require a minimum commitment, add management fees, bill separately for audience data, or use different commercial terms depending on whether you access the platform directly, through a partner, or as a managed service.

That makes a headline question like “Which DSP is cheapest?” surprisingly difficult to answer.

The better question is: What is the total cost of running the campaign on each DSP once media, platform fees, management, data, measurement and minimum commitments are included?

This guide compares the pricing models of Google Display & Video 360, Amazon DSP, Adform, StackAdapt and Choozle in 2026 and explains what advertisers should actually compare before choosing a platform.

Quick answer: There is no universal cheapest DSP. DV360, Amazon DSP and Adform generally use contract- or access-dependent commercial models, while platforms such as StackAdapt and Choozle offer more accessible self-service or hybrid structures. Your real cost depends on media spend, platform fees, management, data, measurement, inventory and the level of support your team needs.

DSP pricing comparison 2026: master table

The table is useful as a starting point, but it should not be treated as a quote.

Commercial terms can vary by:

• Country

• Contract

• Partner

• Advertiser size

• Inventory

• Support model

• Media volume

• Data usage

• Measurement requirements

The only reliable comparison is an all-in campaign cost comparison.

Why DSP pricing is so difficult to compare

Most DSP pricing contains several layers.

A campaign may include:

1. Media cost

2. Platform or technology fee

3. Partner or access fee

4. Campaign management fee

5. Audience data cost

6. Verification and measurement fees

7. Creative or ad-serving costs

8. Premium inventory or deal costs

9. Country-specific taxes or surcharges

Two DSPs can therefore quote similar media budgets while producing very different final invoices.

For example:

DSP A

• $50,000 media

• Platform fee

• Third-party data

• Verification fee

• Internal trading team

DSP B

• $50,000 media

• Managed-service fee

• Platform technology fee

• Audience fees

• Creative support

The media budget is identical.

The economics are not.

Never compare DSPs on media spend alone. Compare the total cost required to buy, operate, measure and optimize the campaign.

The five cost layers every DSP comparison should include

Before comparing individual platforms, separate pricing into five main categories.

This distinction matters because a minimum spend is not a fee.

If a provider requires $20,000 per month in media, that does not necessarily mean $20,000 is paid to the provider.

It may mean your campaign must purchase at least that amount of media.

Google DV360 pricing

Display & Video 360 does not have one universal public price.

Google's DV360 pricing is based on contractual rates applied at Partner level.

The DV360 platform fee is generally calculated as a percentage of media cost, with rates determined by the relevant contract.

That means one advertiser should not assume another advertiser's DV360 rate applies to them.

What makes up DV360 cost?

DV360 billing can include:

• Media Cost

• DV360 Platform Fee

• Platform add-on fees

• Third-party fees

• Country-specific surcharges

• Taxes or VAT

Third-party costs can include services such as:

• Audience data

• Verification

• Brand safety

• Third-party ad serving

• Measurement

This is why an advertiser should look at billable cost, not only media cost.

Does DV360 have a minimum spend?

There is no single publicly stated universal Google minimum media spend that applies to every DV360 advertiser.

Different access arrangements may introduce:

• Monthly media minimums

• Annual commitments

• Campaign minimums

• Managed-service minimums

• Partner-specific commercial thresholds

Those terms may be set by the access provider rather than by Google as a universal platform rule.

For a deeper explanation, read our How to Get DV360 Access in 2026.

DV360 pricing is best for teams that need more than low-cost access

DV360 becomes commercially attractive when the additional platform complexity unlocks capabilities your campaign actually needs.

That may include:

• Connected TV

• Premium video

• YouTube

• Private Marketplace deals

• Programmatic Guaranteed

• Audio

• Digital out-of-home

• Multi-exchange inventory

• Advanced frequency management

• Enterprise reporting

If your media plan only requires simple display or YouTube buying, paying for a more sophisticated operating model may not create enough additional value.

DV360 pricing summary

Amazon DSP pricing

Amazon DSP offers both self-service and managed-service access.

Pricing depends on:

• Format

• Placement

• Inventory

• Data

• Technology fees

• Service model

Amazon describes its DSP pricing as a cost + fees model for many campaign structures.

Amazon DSP self-service pricing

Amazon states that self-service advertisers manage campaigns directly.

There are no managed-service fees in the self-service model.

However, this does not mean the platform has no technology or campaign-related costs.

Amazon DSP pricing can still include:

• Media

• Technology fee

• Third-party audience fees

• Measurement services

• Optional platform services

The Amazon DSP technology fee is typically percentage-based and disclosed as part of the relevant commercial setup.

Amazon DSP managed-service minimum spend

Amazon publicly states that its managed-service option typically requires a $50,000 minimum spend, although minimums may vary by country.

This is one of the clearest publicly disclosed minimums among major DSPs.

But there is an important distinction:

$50,000 is associated with Amazon's managed-service model.

It should not automatically be interpreted as the universal minimum for every way of accessing Amazon DSP.

Why Amazon DSP may justify a higher entry point

Amazon DSP becomes particularly attractive when Amazon's commerce signals are strategically valuable.

The platform can support:

• Amazon first-party audience signals

• Amazon-owned inventory

• Prime Video

• Streaming TV

• Third-party publisher inventory

• Display

• Video

• Audio

• Retail-focused measurement

For ecommerce and retail advertisers, the data advantage can justify a different cost structure from a general-purpose DSP.

Amazon DSP pricing summary

Adform DSP pricing

Adform is another enterprise DSP where pricing is primarily commercial rather than published as a simple public rate card.

There is no single universal public Adform DSP price that applies to every advertiser.

Terms can depend on:

• Contract structure

• Media volume

• Markets

• Access model

• Managed vs self-service

• Additional platform services

That makes Adform closer to DV360 than to a simple SaaS subscription platform.

Does Adform have a minimum spend?

Adform contracts can include minimum service or commercial commitments.

However, advertisers should avoid interpreting a specific contract threshold as a universal Adform DSP minimum.

The exact commercial structure should be confirmed with the provider or Adform relationship managing the account.

For a detailed breakdown, read Adform Pricing Explained: What Adform DSP Costs in 2026.

What should you ask an Adform provider?

Ask:

1. Is there a minimum monthly media commitment?

2. Is there a Minimum Service Fee?

3. Is the DSP fee percentage-based?

4. Are data fees additional?

5. Are measurement costs included?

6. Is campaign management included?

7. Are creative tools included?

8. Does the contract require prepayment?

9. What happens if the media minimum is not reached?

That gives you a much more accurate view than asking only:

“What percentage does Adform charge?”

Adform pricing summary

StackAdapt pricing

StackAdapt takes a different positioning from many enterprise DSPs.

It offers:

• Self-service

• Hybrid

• Managed service

StackAdapt's current pricing materials state that it does not charge hidden tech fees, although commercial terms still depend on the package and support model selected.

The platform does not publish one universal campaign CPM or total media rate because actual advertising cost still depends on inventory, format and campaign strategy.

Does StackAdapt have a minimum spend?

StackAdapt does not currently publish one universal minimum media-spend threshold for all standard DSP access on its main plans page.

Instead, advertisers are encouraged to select a support model and budget appropriate to the campaign.

That makes StackAdapt potentially more accessible than enterprise platforms requiring more complex partner relationships.

Where StackAdapt fits

StackAdapt is often considered when advertisers need:

• Self-service programmatic

• Native

• Display

• Video

• CTV

• Audio

• DOOH

• In-game

• Multi-channel buying

• Optional managed support

It can be attractive for agencies and mid-market teams that want broader programmatic functionality without beginning with the same enterprise access structure associated with DV360.

StackAdapt pricing summary

Choozle pricing

Choozle publishes more specific commercial information than many DSPs.

Its current self-service offer includes a $99 monthly subscription.

The company also publishes media-spend expectations/requirements for its operating models.

Choozle self-service pricing

Choozle currently describes self-service access with:

• $99/month subscription

• Unlimited advertiser accounts

• Platform access

• Reporting

• Third-party data access

• Training and support

Its current programmatic platform materials state a minimum media spend of $15,000 over a 90-day period for the self-service model.

That averages to roughly $5,000 per month over the period, although campaign pacing does not necessarily need to be evenly distributed.

Choozle managed-service pricing

Choozle currently states a $10,000 per month minimum media spend for managed service.

A management fee also applies.

This makes the difference between Choozle self-service and managed service very clear:

Self-service = lower operating support, more internal control

Managed service = higher required media scale, provider executes the campaign

Choozle pricing summary

DSP minimum spend comparison

Minimum spend is one of the most searched DSP pricing questions.

But it is also one of the most misleading.

Do not use this table to ask:

“Which platform lets me spend the least?”

Use it to ask:

“Which commercial model matches the scale at which our campaign can realistically succeed?”

Media spend vs platform fee vs management fee

These three terms are frequently confused.

Media spend

Money used to purchase impressions.

If you spend $50,000 buying inventory, that is media spend.

Platform fee

The cost of using the DSP technology.

This may be:

• Percentage of media

• Tiered

• Contract-based

• Included in another commercial structure

Management fee

The fee paid to the team operating the campaign.

That team might be:

• The DSP itself

• An agency

• A reseller

• A programmatic partner

A managed-service provider might quote:

15% management fee

while the DSP itself also charges a technology fee.

Those are separate costs.

The hidden costs in DSP pricing

The headline technology fee rarely tells the whole story.

Audience data

Third-party audience segments can carry CPM or percentage-based data fees.

Verification

Brand safety, fraud protection and viewability tools can introduce additional costs.

Measurement

Campaigns may use:

• Brand lift

• Footfall measurement

• Incrementality

• Sales lift

• Attribution technology

Creative

Programmatic campaigns can require:

• Display adaptation

• Dynamic creative

• Video formatting

• CTV specifications

• Audio production

• DOOH formats

Premium inventory

Private deals and premium publishers may require:

• Higher CPMs

• Minimum commitments

• Fixed-price arrangements

• Guaranteed budgets

Managed service

A managed service can add a fee but may also reduce the need for:

• Internal traders

• Programmatic operations

• Campaign troubleshooting

• Technical platform expertise

The cheapest platform fee is not necessarily the lowest total operating cost.

Self-service vs managed DSP pricing

A major pricing decision is whether your team operates the platform itself.

Managed service can appear more expensive on the invoice.

But self-service may require:

• Programmatic traders

• Analysts

• Ad operations

• Technical support

• Additional internal management time

The real comparison is therefore:

External management cost vs internal operating cost.

Which DSP is cheapest in 2026?

There is no universal answer.

The cheapest platform depends on what you are trying to buy.

If you need simple self-service programmatic access

Platforms with more accessible self-service structures may have lower operational barriers.

If you need enterprise CTV and premium inventory

DV360 or Amazon DSP may justify higher operational complexity.

If retail and commerce audiences matter

Amazon DSP's first-party commerce signals may create value that cannot be judged only by its platform cost.

If European omnichannel buying matters

Adform may fit the media strategy better even if another DSP looks cheaper on headline fees.

If you want flexible self-service plus optional support

StackAdapt may be attractive.

If you want transparent lower-market entry terms

Choozle offers one of the clearer published pricing structures.

The cheapest DSP is the one that delivers the required audience, inventory and outcomes at the lowest total cost - not necessarily the one with the lowest platform fee.

Which DSP is best for different advertiser types?

Enterprise global brand

Likely shortlist: DV360, Amazon DSP, Adform

Priorities:

• Multi-market scale

• Premium inventory

• CTV

• Deal buying

• Governance

• Measurement

Ecommerce and retail brand

Likely shortlist: Amazon DSP, DV360

Priorities:

• Commerce data

• Shopping behavior

• Full-funnel activation

• Streaming TV

• Retail measurement

Mid-market advertiser

Likely shortlist: StackAdapt, Choozle, partner-access DV360

Priorities:

• Lower operational complexity

• Flexible access

• Support

• Multi-channel reach

Agency

Likely shortlist: DV360, Amazon DSP, Adform, StackAdapt

Priorities:

• Multiple advertisers

• Reporting

• Cross-channel buying

• Client access

• Operational flexibility

CTV-heavy advertiser

Likely shortlist: DV360, Amazon DSP, StackAdapt

Priorities:

• Streaming TV inventory

• Premium publisher access

• Audience data

• Frequency

• Measurement

DSP pricing decision matrix

Use this table to narrow the shortlist.

This is why a serious DSP evaluation should start with media requirements, not pricing.

How to compare DSP proposals fairly

When requesting quotes, give every provider the same brief.

Include:

• Markets

• Monthly media budget

• Campaign objectives

• Required channels

• CTV requirements

• Audience strategy

• Reporting needs

• Service level

• Expected campaign duration

Then request the same cost breakdown.

Ask every provider to show:

Only then can you compare the proposals accurately.

Example: why a lower DSP fee may cost more

Imagine two providers.

Provider A

• Media: $40,000

• Platform: 8%

• Management: 10%

• Data: additional

• Verification: additional

Provider B

• Media: $40,000

• Platform: 12%

• Management included

• Basic reporting included

• Verification included

At first glance, Provider A appears cheaper because the platform fee is lower.

But once all services are added, Provider B may have the lower total cost.

This is why procurement teams should calculate:

Total campaign cost / media delivered / business outcome

rather than selecting the lowest percentage on the proposal.

What should you negotiate with a DSP or partner?

Depending on the relationship, areas worth discussing include:

• Platform fee

• Media minimum

• Annual commitment

• Managed-service fee

• Data markup

• Measurement costs

• Creative services

• Support level

• Billing terms

• Exit terms

• Account ownership

• User access

For larger commitments, ask whether pricing tiers change as media volume grows.

Red flags in DSP pricing proposals

A universal “industry standard” platform fee

Major DSP pricing is usually contract- and model-dependent.

Ask what the number actually covers.

Minimum spend without definition

Is it:

• Media?

• Total invoice?

• Monthly?

• Annual?

• Per campaign?

One blended percentage

A single number can hide:

• Technology

• Management

• Data

• Markup

Ask for the components.

No visibility into media cost

You should understand how much of your budget reaches actual media.

A low fee with mandatory expensive add-ons

Evaluate total cost.

Managed service without defined responsibilities

Ask who owns:

• Setup

• Trading

• Optimization

• Reporting

• Troubleshooting

No exit terms

Understand what happens to:

• Account access

• Campaign history

• Audiences

• Reporting

• Deals

A practical DSP pricing checklist

Before choosing a platform, confirm:

• Media budget

• Platform fee

• Management fee

• Data fees

• Verification fees

• Measurement fees

• Creative fees

• Monthly minimum

• Annual commitment

• Deal minimums

• Support level

• User access

• Billing terms

• Exit terms

If a provider cannot answer these clearly, the proposal is not ready to compare.

The bottom line

DSP pricing in 2026 is not a simple rate-card comparison.

DV360 uses contract-based platform pricing and is strongest when advertisers need enterprise programmatic capabilities.

Amazon DSP combines self-service and managed access with Amazon's unique commerce and media ecosystem, while its managed-service option typically comes with a significantly higher minimum spend.

Adform uses commercial, contract-based pricing suited to sophisticated omnichannel advertisers.

StackAdapt offers flexible self-service, hybrid and managed models without positioning hidden tech fees as part of its pricing.

Choozle provides one of the clearer public entry structures, including subscription and media-spend requirements.

The right question is not:

“Which DSP charges the lowest fee?”

It is:

“Which DSP gives us the inventory, audience, operating model and measurement we need at the lowest total cost?”

That is the comparison that matters.

For advertisers building a multi-DSP strategy, explore Display & Video 360, Amazon DSP and Adform access through Ad Geeks.

Need Help Choosing the Right DSP?

Request Access

Need Help Choosing the Right DSP?

Request Access

Frequently Asked Questions