Weighted eCPM Planner

Blend the real yield of every demand partner into one actionable benchmark. Supply ad requests, fill rates, gross revenue, and revenue-share terms for up to three lines to surface the true weighted eCPM you take home after partner splits.

Total ad requests issued to the first network during the reporting window.
Paid impressions ÷ ad requests × 100. Use your monetised fill rate, not served rate.
Gross revenue booked before partner revenue share or platform fees.
Percentage of gross revenue retained by the monetisation partner or SSP.
Total ad requests sent to your second demand source.
Percent of requests that generated paid impressions for the second channel.
Gross revenue before rev-share for line two in the same currency as line one.
Set to zero if you already input net revenue. Otherwise enter the partner cut.
Optional third demand source—enter zero if unused.
Percent of monetised impressions generated by the third monetisation line.
Gross receipts reported for the third partner this period.
Revenue-share or platform fee percentage withheld by the third network.

Educational information, not professional advice.

Examples

  • Premium display bundle: 120,000 requests at 85% fill, $1,800 gross, 15% share; 80,000 requests at 70% fill, $1,900 gross, 0% share; 40,000 requests at 95% fill, $980 gross, 10% share ⇒ $22.00 net eCPM
  • Two-line stack: 200,000 requests at 60% fill, $2,400 gross, 20% share; 75,000 requests at 90% fill, $1,050 gross, 0% share ⇒ $15.84 net eCPM

FAQ

How many inventory sources can I include?

The planner models three lines. Roll up additional long-tail partners into one row or run multiple scenarios to cover every network in your stack.

What happens if total monetised impressions equal zero?

If every fill rate is zero the output becomes undefined because eCPM requires monetised impressions. Confirm that active lines report both requests and paid delivery.

Should I use gross or net revenue?

Start with gross revenue and enter the revenue-share percentage so the calculator derives the net amount you retain. If your reporting system already exports net revenue, leave the share fields at 0%.

Can I model CPM floors or take rates?

Yes. Adjust the fill-rate input to reflect delivery at your floor price or change the revenue-share percentage to mimic marketplace take rates, then compare the blended eCPM before and after optimisation.

Additional Information

  • Weighted eCPM = (Σ Net Revenue ÷ Σ Monetised Impressions) × 1,000. Monetised impressions already discount unfilled requests via the fill-rate inputs.
  • Normalise currency across all partners—mixing USD, EUR, and GBP skews the weighted figure and complicates finance reconciliation.
  • Benchmark your blended eCPM against direct deals or programmatic guaranteed offers to spot underperforming channels.
  • Set unused lines to zero or duplicate a high-volume partner across two rows to model seasonal splits, floor price tests, or waterfall tiers.

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