Programmatic Guaranteed CPM Premium

Judge whether a programmatic guaranteed deal commands a reasonable CPM premium. Enter the booked guaranteed CPM and the open-auction CPM for similar inventory to reveal the percentage premium or discount.

Booked CPM for the guaranteed campaign.
Average CPM you observe in the open exchange for comparable inventory.

For media planning guidance only. Validate CPM trends with your demand-side platform before executing deals.

Examples

  • Guaranteed CPM $24.00 vs open CPM $18.50 ⇒ premium 29.73%.
  • Guaranteed CPM $16.00 vs open CPM $17.25 ⇒ premium −7.25% (a discount).

FAQ

Does this include ad-serving or data fees?

No. Add platform fees on top of the CPMs before calculating if you want to see the true all-in premium.

How should I handle different flight lengths?

Use average CPMs across the same timeframe so seasonality or holiday spikes do not skew the comparison.

Can I convert the premium into dollar impact?

Multiply the premium percentage by the guaranteed spend to quantify extra dollars paid above the open market.

What if open-auction CPMs fluctuate daily?

Take the median or weighted average CPM over the booking window to stabilise the baseline before running this calculator.

Additional Information

  • A positive result indicates how much extra you are paying for guaranteed delivery, first look, or curated inventory.
  • A negative result shows a discount versus the open market — useful for evaluating supply-path optimisation strategies.
  • Layer in viewability or performance adjustments separately to see if the premium is justified by quality uplift.
  • Combine this metric with weighted eCPM or revenue-shield calculators to manage blended yield targets.

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