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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:
 
eCPM
Total Budget
%
Total Impressions
 

Media Plan Total

eCPM:
Total Budget:
Total Impressions:

Execution

Core Buying Ad Technology
Management Service
Audience Addressability
Inventory Verification
Core Selling Ad Technology
Inventory Verification

Publisher Inventory

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:
 

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:
 
 

Publisher Costs

 
Core Selling Ad Technology
% eCPM:
$ eCPM:
Total Cost:
 
Inventory Verification
% eCPM:
$ eCPM:
Total Cost:
 

Publisher Inventory

% 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].