Programmatic Ad Viewability Lift Planner

Estimate the incremental viewable impressions and revenue unlocked by pushing inventory toward MRC benchmarks so ad ops, yield, and product teams can prioritize layout, lazy-load, and supply-path optimizations with quantified upside.

Total impressions delivered across the inventory you plan to optimize during a typical month.
MRC viewable percentage verified in your analytics or ad server reporting.
Goal viewability once layout, lazy-load, and ad-call optimizations roll out.
Use the net revenue CPM tied to viewable impressions after SSP fees and traffic acquisition costs.

Validate lift projections against your analytics stack and include buyer-specific floor strategies before finalizing revenue commitments.

Examples

  • 45,000,000 impressions, improving 52%→70%, $8.50 viewable CPM ⇒ 8,100,000 more viewable impressions (+18.00 pts), 31,500,000 total viewable per month, $688,500.00 monthly / $8,262,000.00 annual revenue lift.
  • 12,000,000 impressions, improving 60%→66%, $6.20 viewable CPM ⇒ 720,000 more viewable impressions (+6.00 pts), 7,920,000 total viewable per month, $4,464.00 monthly / $53,568.00 annual revenue lift.

FAQ

Does the calculator adjust for invalid traffic filtering?

No. Apply IVT deductions before entering impressions so the lift reflects revenue-eligible supply only.

How do I model PMP deals that pay on viewable CPMs already?

Use the CPM those buyers pay for viewable supply and include only the impressions governed by the deal to see incremental uplift for that tranche.

Can I include layout testing costs?

Add any incremental expenses outside the tool. This planner focuses on revenue upside; incorporate costs in your ROI model separately.

What if I expect traffic to change while improving viewability?

Update the monthly impressions input to your forecasted traffic so the output reflects both volume and quality shifts.

Additional Information

  • CPM input should be net of SSP take rates and traffic acquisition costs for an accurate revenue impact.
  • Incremental impressions assume total served volume stays constant while quality improves; adjust impressions if you expect traffic growth in parallel.
  • Run sensitivity analyses by testing multiple target rates to set phased goals for the optimization roadmap.
  • Combine results with makegood exposure and attention metrics to understand broader guarantee fulfillment and brand lift impacts.

Related calculators