Model ad revenue for display, header bidding, video, in-app and CTV/OTT. Each calculator multiplies your traffic by a fill rate and a CPM you set. The formulas are written out below the calculators.
Estimate your website display ad revenue based on traffic, ad density, fill rate, CPMs, and market factors like geo, device, vertical, and seasonality.
Multipliers are illustrative assumptions, not measured benchmarks. Actual results vary.
See how switching from a traditional waterfall to header bidding with HBDR can boost your revenue. Compare side by side.
Multipliers are illustrative assumptions, not measured benchmarks. Actual results vary.
Estimate your video ad revenue across pre-roll, mid-roll, and post-roll placements. Factor in content type, player position, and VAST version.
Multipliers are illustrative assumptions, not measured benchmarks. Actual results vary.
Project your mobile app ad revenue using DAU, session depth, and ad placement data. Factor in platform, ad format mix, and user engagement.
Multipliers are illustrative assumptions, not measured benchmarks. Actual results vary.
Model your Connected TV and OTT streaming ad revenue. Factor in content genre, programmatic vs direct sales mix, and audience targetability.
Multipliers are illustrative assumptions, not measured benchmarks. Actual results vary.
Standard definitions from the ad platforms. Compare like with like: fill rate and match rate are different numbers.
| Metric | Definition | Source |
|---|---|---|
| Page RPM | Earnings ÷ pageviews × 1,000 | Google AdSense Help, RPM |
| eCPM | Earnings ÷ impressions × 1,000 | Google AdMob Help, Glossary |
| Fill rate | Impressions ÷ ad requests | Google Ad Manager Help, sell-through report |
| Match rate | Matched requests ÷ ad requests. Not every matched ad is shown, so match rate can run above fill rate. | Google AdMob Help, Reports glossary |
| Viewable impression, display | At least 50% of the ad's pixels in view for at least 1 continuous second; 30% for ads of 242,500 pixels or more | MRC Viewable Ad Impression Guidelines |
| Viewable impression, video | At least 50% of the ad's pixels in view for at least 2 continuous seconds | MRC Viewable Ad Impression Guidelines |
| ARPDAU | Ad earnings ÷ daily active users | Google AdMob Help, Glossary |
Each calculator is a short chain of multiplications, so you can trace any result by hand.
| Calculator | Monthly revenue | Notes |
|---|---|---|
| Display | Pageviews × ad slots × fill rate ÷ 1,000 × adjusted CPM | Adjusted CPM = base CPM × geo × device × vertical × season. Viewability is reported but does not change revenue. Effective eCPM divides revenue by all ad requests, filled or not. Page RPM = revenue ÷ pageviews × 1,000. |
| Header bidding | Impressions × impressions kept ÷ 1,000 × new CPM × projected fill | Bids in time = (timeout − 100 ms) ÷ 1,100 ms, between 0 and 100%. Impressions kept = 1 − 2% per 100 ms of timeout over 300 ms. New CPM = current CPM × geo × (1 + uplift × partner factor × method factor × bids in time). Projected fill = current fill + improvement × bids in time, capped at 100%. Illustrative assumptions, shared with the home timeout explorer. |
| Video | Starts × breaks × ads per break × fill rate × completion rate ÷ 1,000 × adjusted CPM | Only completed views earn. Adjusted CPM = base CPM × content × position × VAST version. |
| In-app | DAU × sessions × ads per session × fill rate ÷ 1,000 × adjusted eCPM × 30 | Adjusted eCPM = base eCPM × platform × format × engagement. ARPDAU = daily revenue ÷ DAU. MAU is estimated as DAU × 3.2. |
| CTV / OTT | Streams × breaks per stream × ads per break × fill rate ÷ 1,000 × adjusted CPM | Breaks per stream = stream minutes ÷ minutes between breaks, rounded down. Adjusted CPM = base CPM × genre × direct premium × targetability. Ad load assumes 30-second ads. |
Each calculator also shows an HBDR uplift line: the result × 1.35.
Three things a model leaves out that change real results.
The timeout is how long header bidding may run before the ad server is called. Too short and bids are lost; too long and the ad server call comes so late that some visitors have left. If you run Prebid Server, set its timeout to 50–75% of the auction timeout so its bids return in time. Source: Prebid.org, Prebid Timeouts.
Viewability is measured against the MRC standard: 50% of pixels for 1 continuous second for display, 2 continuous seconds for video. Ads that load but are never scrolled into view count as served, not viewable. Source: MRC Viewable Ad Impression Guidelines.
VAST 4.1 added ad verification through Open Measurement, and VAST 4.2 added SIMID for interactive ads. VAST 4.3 is the latest release listed by IAB Tech Lab, with a 2024 addendum for CTV. Source: IAB Tech Lab, VAST.
The calculators use the numbers you enter and illustrative multipliers. An audit starts from your own reports instead: ad requests, fill rate, CPM by demand partner and viewability by slot. Our team reviews your inventory, traffic and demand stack and shows where revenue is lost.
No commitment required. Results typically delivered within 48 hours.