Frequently Asked Questions (FAQ) & Best practices - Using the calculator

What is the purpose of the Calculator?

The Calculator is used to estimate campaign delivery based on budget, CPM/CPP, targeting, scheduling, and creative parameters. It helps validate campaign assumptions before setup and reduces the risk of underdelivery or overdelivery once the campaign goes live.

Should I use CPM or Campaign Budget calculations?

• CPM calculations are best when pricing is fixed and impressions are the primary goal.

• Campaign Budget calculations are recommended when planning delivery based on a total budget and campaign duration.

Choose the calculation type that best matches how the campaign was sold.

Why does the Calculator assume 100% programmatic occupancy?

By default, the Calculator assumes full programmatic availability across the selected inventory.
In some CMS or loop-based integrations, actual available occupancy may be lower (e.g. 50%). Media owners should always align calculator inputs with real inventory availability.

Why do my calculated results differ from live delivery?

Differences may occur due to:

• Limited programmatic occupancy in the CMS

• Devices being offline or not sending ad requests

• Changes in targeting, scheduling, or inventory availability

• Competing campaigns with higher CPM or priority

The Calculator provides an estimate—not a guaranteed outcome.

Does saving a line item draft activate it automatically?

No. Line items saved from the Calculator are created as drafts. They must be reviewed, completed, and activated before they can deliver.

Can I export calculation results?

Yes. Calculation results can be exported in Excel or CSV format for sharing, validation, or sales planning purposes.

Best Practices for Using the Calculator

Use the Calculator for Every Campaign

Always use the Calculator before creating campaigns and line items. This ensures realistic expectations for pacing, budget consumption, and delivery volume.

Avoid Flat Delivery Assumptions

Avoid planning campaigns based solely on:

• Fixed playouts per hour

• Flat site or screen packages

Unless these assumptions are validated by the Calculator, they often lead to overdelivery or underdelivery.

Align Calculator Inputs with Real Inventory

Ensure that:

• Only online, active devices are included

• Programmatic occupancy assumptions match your CMS setup

• Screen multipliers and audience indexes are correctly applied

Validate Campaign Duration and Frequency

• Short campaigns with high frequency can exhaust budgets quickly

• Long campaigns benefit from even pacing models

Adjust frequency and playout goals to match the campaign duration.

Compare Calculator Output to Live Performance

After launch:

• Compare live pacing against calculator estimates

• Investigate deviations early using Campaign Reporting

• Adjust targeting, frequency, or distribution if delivery drifts

Use Calculator Output to Prevent Free Push Scenarios

Incorrect assumptions often lead to early budget exhaustion and the need for “free push” line items.
Using the Calculator correctly helps:

• Protect revenue

• Maintain accurate reporting

• Reduce manual operational work

Recalculate When Conditions Change

If any of the following change, rerun the Calculator:

• Campaign duration

• Targeted devices or sites

• Budget or CPM/CPP

• Frequency or distribution model

• CMS configuration or occupancy