Programmatic Viewability Revenue Shield

Keep programmatic deals profitable even when viewability drifts. Input guaranteed impressions and booked CPM to estimate gross revenue, then layer in measured viewability to surface shortfall exposure, make-good credits, and the net revenue you will actually recognize.

Total impressions sold under the viewability guarantee.
Net CPM booked after fees.
Defaults to 55% if blank.
Defaults to a 70% viewability guarantee.
Defaults to 30% of shortfall revenue credited back to buyers.

Confirm contract language—some deals cap make-goods or require sequential liability over multiple months.

Examples

  • 12,000,000 impressions, $14.00 CPM, 55% viewability, 70% goal, 30% make-good ⇒ Gross booked revenue: $168,000.00 • Shortfall vs goal: 21.43% • Expected make-good liability: $10,800.00 • Net revenue after make-goods: $157,200.00 • Viewable impressions delivered: 6,600,000 impressions
  • 8,500,000 impressions, $18.00 CPM, 72% viewability, defaults for optional fields ⇒ Gross booked revenue: $153,000.00 • Shortfall vs goal: 0.00% • Expected make-good liability: $0.00 • Net revenue after make-goods: $153,000.00 • Viewable impressions delivered: 6,120,000 impressions

FAQ

How should I handle bonuses like added impressions instead of credits?

Set the make-good payout to the percentage value of the additional impressions you plan to deliver so the liability approximates the same revenue impact.

Can I include programmatic fees or supply-path take rates?

Yes. Replace the CPM input with your net revenue per thousand after fees so the credit model matches publisher earnings.

What if the guarantee is on attention time instead of viewability?

Translate the attention gap into an equivalent percentage shortfall and enter it as the measured viewability percentage to approximate the liability.

Does the calculator handle multi-flight averages?

Aggregate impressions and weighted CPM across flights before entering them so the output reflects the total campaign obligation.

Additional Information

  • Shortfall compares measured viewability to the guarantee using percentage points, not percentage of delivered impressions.
  • Make-good liability applies the credit percentage to the revenue tied to under-delivery only.
  • Delivered viewable impressions help benchmark whether optimizations or reallocation are needed mid-flight.

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