IAB Programmatic Fee Transparency Calculator The IAB Fee Transparency Calculator provides advertisers and publishers with a granular, partner-specific evaluation of their programmatic technology, service and inventory costs as a percentage of their effective CPM. It is designed to be flexible enough to accommodate most media plan channels and cost models, including CPM based fees, percent of Media Fees, and Flat Fees. The calculator then organizes and quantifies the fees based on their role in the supply chain. For more information about the different roles of programmatic technologies and services in the supply chain, please see the corresponding IAB report: The Programmatic Supply Chain: Deconstructing the Anatomy of a Programmatic CPM and check out the blog post It’s important to note that industry actors can define and apply cost models differently, with the most variation observed within “% of Media” calculations (see below for overview of different calculation methods). Because of these variations, this tool should be used directionally, and advertisers and publishers should work with their technology partners to refine these data outputs based on their specific implementations. Step 1: Enter Media Plan Planning CPMs Budget Projected Impressions + Add additional channel: - SELECT A CHANNEL - - ADD CUSTOM - eCPM Total Budget % Total Impressions Media Plan Total eCPM: Total Budget: Total Impressions: Buyer Ad Technology Execution Core Buying Ad Technology Management Service Audience Addressability Inventory Verification Other Core Selling Ad Technology Inventory Verification Other Publisher Inventory Net Publisher Yield Step 2: Enter Advertising Technology Step 3: Results Hover over labels for more information. % eCPM $ eCPM Total Cost Media Plan Totals % eCPM: $ eCPM: Total Cost: Buyer Ad Technology % eCPM: $ eCPM: Total Cost: Execution costs % eCPM: $ eCPM: Total Cost: Advertiser Costs Core Buyer Ad Technology % eCPM: $ eCPM: Total Cost: Management Service % eCPM: $ eCPM: Total Cost: Audience Addressability % eCPM: $ eCPM: Total Cost: Inventory Verification % eCPM: $ eCPM: Total Cost: Other % eCPM: $ eCPM: Total Cost: Publisher Costs Core Selling Ad Technology % eCPM: $ eCPM: Total Cost: Inventory Verification % eCPM: $ eCPM: Total Cost: Other % eCPM: $ eCPM: Total Cost: Publisher Inventory % eCPM: $ eCPM: Total Cost: Net Publisher Yield % eCPM: $ eCPM: Total Cost: Scroll down and have a look below. The totals will update as you fill out this section.These totals will continue to update as you fill out the calculator. Notes: Variations of “% of Media” cost model calculations include: When applied to campaign budget: this deducts the % fee from the total budget being allocated to a given campaign objective. After the fee is removed the remainder is available to cover media, data, and any technology or service fees. The IAB Fee Transparency Calculator uses this model. When applied to media budget: this deducts the % fee from the portion of the budget that is allocated to only publisher inventory costs When applied as a markup on media cost: this adds the % fee on top of the publisher inventory cost, and excludes any other costs such as data or other technology or service fees Data / Targeting pricing is often variable in a programmatic context—even in the same ad groups—because impressions are usually evaluated against many differently priced data layers that have overlapping audiences. Users should work with your DSP or SSP to determine how specifically the auction mechanics assign credit to the appropriate data layer on your programmatic buy. If you have any questions or suggestions about how this tool could be improved, please email [email protected].