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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 . . .

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If you have any issues, please contact us.

Step 1: Enter Media Plan

 
Planning CPMs
Budget
Projected Impressions
 
Display
Planning CPMs:
Budget:
Projected Impressions:
X
Video
Planning CPMs:
Budget:
Projected Impressions:
X
Native
Planning CPMs:
Budget:
Projected Impressions:
X
 
+ Add additional channel:
- SELECT A 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

Buyer Technology Layers

Ad Blocking

Technology that allows advertisers to block ad delivery based on a set of inventory quality signals, which could include viewability, brand safety and fraud. Can be blocked on either a pre-bid basis or a post-bid basis after bid is won.

Ad Serving

Service that provides centralized storage, tracking, and delivery of media campaign assets

Management Service

Service for setting up, managing, and optimizing programmatic delivery, as well as building / maintaining buy side infrastructure (inventory, technology, data, reporting relationships)

Data / Targeting

3rd party data segments used for identifying and targeting specific types of users or devices. Generally speaking, 1st party segments (those captured by user) are not paid for

DMP Technology

Technology service that allows operators to aggregate and normalize disparate data sets for advanced campaign analytics/reporting

DSP Technology

Software primarily used for access to and decisioning against exchange inventory. Other functions usually include bundled bidding algorithms / optimization techniques, 3rd and 1st party data integrations, tagging and attribution functionality, and media delivery reporting

Pre-bid Evaluation

Allows advertisers to evaluate the quality of individual publisher impressions and influence decisioning before bidding. Quality is evaluated largely against viewability, brand safety and/or fraud. Technology often offers option of blocking ad based on measurement

Verification Platform

3rd party technology intended to measure on target delivery, viewability, brand safety, or fraud. Often but not necessarily the same provider as pre-bid and post-bid tools

 
+ Add Custom Buyer Technology Layer

Publisher Technology Layers

Ad Serving

Software to manage advertiser creative tags and delivery priority

DMP Technology

Technology service that allows operators to aggregate and normalize disparate data sets for advanced campaign analytics/reporting

SSP Technology

Software to aggregate, consolidate, and manage available demand sources and exchange inventory

 
+ Add Custom Publisher Technology Layer

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 ben@iab.com.

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