{"page":"/tco/methodology","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Category","Rented DSP or SSP","White-label platform","In-house stack"],"rows":[["Platform fees","Percentage of spend (DSP) or of revenue (SSP)","Lower percentage of spend, sometimes with a minimum","None"],["Data and add-on fees","Third-party data, measurement, bid-stream add-ons as percentage of spend","Same, usually unchanged","Same, usually unchanged"],["Cloud or hosting","Included in the fee","Included or passed through","Compute, egress, storage, priced per the bidder planner"],["Licences","None","Sometimes a fixed annual license","Annual license for the stack, or zero for open source"],["Staff","Traders and analysts","Traders plus platform operations","Traders, platform operations, engineering, on-call"],["Migration","Onboarding, seat setup, pixel and tag changes","Integration, data migration, parallel run","Build or deployment, integration, data migration, parallel run"],["Exit","Data export, contract notice, parallel run with the next platform","Same, plus license termination","Decommissioning, or none if the stack is kept"]],"sourceUrls":[[],[],[],[],[],[],[]]}