{"page":"/blog/life-after-microsoft-invest-dsp-migration-playbook","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Criterion","Rented enterprise DSP (The Trade Desk, Amazon DVA, DV360, Yahoo, StackAdapt, Basis)","White-label DSP (Epom, TeqBlaze and similar)","Self-hosted bidder or bidder-as-a-service (Beeswax-style license or own stack)"],"rows":[["Fee model","Percentage of spend; implied 21.6% at The Trade Desk in 2025 (10-K FY2025); Amazon managed service reported at 10% platform plus 15% service (PPC Land, 15 Oct 2026)","Flat license with a spend floor; Epom: $250 or $2,000 a month or 5% of spend, whichever higher (Epom, accessed 17 Oct 2026)","Flat usage fee or own infrastructure; \"a flat fee based on tech usage instead of a spend fee\" (PPC Land, 17 Dec 2020); price n/d"],["Who holds the logs","Vendor; feeds are an add-on and often restricted (21 of 39 ANA marketers had access, Q3 2025 (ANA Benchmark, Q3 2025))","Vendor's hosted database, usually per client (\"separate databases and resources\" (TeqBlaze, accessed 17 Oct 2026)); export terms vary","Advertiser; the bidder \"sits in buyers' own clouds\" (Beet.TV, 18 Dec 2020) or on its own hardware"],["Exit risk if the vendor closes","Total: audiences, deals, logs and reporting are platform-scoped, as the Invest case showed","High: front end and bidder are the vendor's; data export depends on contract","Low to moderate: logs and audiences are already yours; the bidder code is the dependency, which escrow can cover"],["Time to migrate on notice","Three to nine months with mirror campaigns; deals and creative audits are the long poles","Similar for deals and audits; shorter for data if the vendor exports on request","Deals must still be re-cut if SSP integrations change; data migration is nil"],["Control of bidding logic","None beyond the vendor's settings and modes","Limited; custom development \"usually for an extra fee\" (Epom, accessed 17 Oct 2026)","Full"],["Supply access","Broadest; the vendor maintains the SSP integrations and curated deals","Depends on vendor's SSP connections (\"50+ pre-connected SSPs\" on Epom's branded tier (Epom white-label, accessed 17 Oct 2026))","You negotiate and maintain each SSP integration, or your licensor does"],["Data residency and privacy","Vendor's regions and sub-processors","Vendor's hosting","Your choice of region or premises"],["Operating burden","Lowest; trading team only","Trading team plus vendor management","Trading team plus engineering and data operations"],["Best fit","Spend below the flat-fee break-even; teams without engineering; need for a specific walled garden's inventory","Agencies and resellers that need a branded front end quickly","Advertisers above the break-even with a data team, regulated data, or a strategic reason to own the logs"]],"sourceUrls":[["https://www.sec.gov/Archives/edgar/data/1671933/000167193326000014/ttd-20251231.htm","https://ppc.land/meta-named-a-future-that-never-came-amazon-ads-agent-names-one-that-exists/","https://epom.com/pricing/dsp","https://ppc.land/freewheel-to-acquire-beeswax/"],["https://s3.amazonaws.com/media.mediapost.com/uploads/Q32025ProgrammaticTransparencyBenchmark.pdf","https://teqblaze.com/white-label-dsp","https://www.beet.tv/2020/12/freewheel-buying-beeswax-to-boost-ad-demand.html"],[],[],["https://epom.com/pricing/dsp"],["https://epom.com/demand-side-platform/white-label"],[],[],[]]}