Unit 
Name 
Calculations 

Date  Actual Start Date 
Actual Start Date = Day Centro Platform receives delivery greater than zero for any delivery metric within the contracted flight range 
$ 
Ad Serving Cost 
Ad Serving Cost = Ad Serving Rate x Est Qty (units) ÷ 1000 [CPM imps Rate Type] Ad Serving Cost = Ad Serving Rate x Est Qty (units) 
$  Ad Serving Spend 
Gross Ad Serving Spend = (Total Ad Serving Cost ÷ Ordered Units) X Billable Units Net Ad Serving Spend = Delivered Imps X Net Ad Serving Rate 
%  Click Rate 
Click Rate = Number of Clicks ÷ Number of Impressions 
$  Contracted Budget 
Contracted Budget (Net) = Rate (Net) x Ordered Units ÷ 1000 Flat (Flat imps, Flat views, etc.): Contract Budget (Net) is not tied to the Ordered Units. Added Value: Contracted Budget (Net) is always 0. All other cost types:Contracted Budget (Net) = Rate (Net) x Ordered Units 
$  CPA 
CPA = Total Spend ÷ Total Actions (conversions) (Actions = Downloads, Install, Calls, Views, etc) 
%  CPA Click Conversions 
CPA Click Conversions = Total Spend ÷ Total Click Actions (conversions) 
%  CPA View Conversions 
CPA View Conversions = Total Spend ÷ Total View Actions (conversions) 
%  Click Through Conversion Rate 
Click Through Conversion Rate = Click Conversions (Delivered) ÷ Clicks (Delivered) 
%  Click Through Rate (CTR) 
CTR=Number of Clicks ÷ Number of Imps 
%  Delivery % 
Delivery % = Billable Units ÷ Contracted units 
#  Dwell Score 
Dwell Score = Time on an Ad X Rate of Engagement 
Qty  Dynamic CPM (Imps) 
Clicks = Gross Cost ÷ Gross Rate 
Qty  Dynamic CPM (Clicks) 
Impressions = Gross Cost ÷ Gross Rate 
$ 
eCPA 
eCPA = Total Spend (Billable) ÷ Delivered Actions 
$ 
eCPC 
eCPC = Total Spend (Billable) ÷Delivered Clicks 
$ 
eCPCV 
eCPCV = Total Spend (Delivered) ÷ Total Completed Views 
$ 
eCPM 
eCPM = (Billable Spend ÷ Delivered Imps) *1000 
$ 
eCPV 
eCPV = Total Spend (Billable) ÷ Total Views 
$ 
eCPVI 
eCPVI = (Total Spend (Billable) ÷ Delivered Viewable Imps) x 1000 
Qty  Estimated Units 
Estimated Units = Cost ÷ Estimated Rate Estimated Imps or Clicks = Budget ÷Estimated Rate 
%  Frequency  GRP ÷ Reach 
$  Gain/Loss 
Gain/Loss = Gross Cost  Net Cost  Ad Serving Cost Gain = Value is greater (>)than or equal (=) to 0. (positive value) Loss = Value is less (<) than 0. (negative value) 
$  Gross Ad Serving Spend  Gross Ad Serving Spend = (Total Ad Serving Cost ÷ Ordered Units) X Billable Units 
$  Gross Cost 
Gross Cost = Net Cost + Gain or Loss + Ad Serving Cost For dynamic rate type: Gross Cost = ((Net Ad Serving ÷ 1  Ad Serving Margin) + Net Media Spend ÷ 1Margin)) Note: The Gross Spend value is capped at the Contracted Cost. 
$ 
Gross Rate 
Cost Mode: Gross Rate = (Net Rate + Ad Serving Rate) ÷ (1margin %) Units Mode: Gross Rate = Gross Cost ÷ Ordered Units Gross Rate = Gross Cost ÷ Ordered Units x 1000 [Dynamic or CPM imps Rate Type in Units Mode] When the rate type is Dynamic or CPM (imps), Gross Rate = Gross Cost ÷ Ordered Units x 1000 For Flat rate type, the gross rate is not applicable. The payment is flat and based on serving the first impression for a line item. For AV rate type, the net rate is always zero (0). The gross rate is based on the ad serving costs. 
$  Gross Spend 
Gross Spend = Ad Serving + (Net Media Spend ÷1Margin) Gross Spend without Media Spend = ((Ad Serving Spend) ÷ (1 Margin %)) Gross Spend without Ad Serving Spend = ((Media Spend) ÷ (1  Margin %)) Dynamic: Gross Spend = Ad Serving + (Media Spend ÷1Margin) 
Qty  GRP 
GRP=Reach X Frequency 
Qty  Impressions 
Impressions = Gross Cost ÷ Gross Rate 
%  In View Rate 
In View Rate = Viewable Impressions ÷ Measurable Impressions 
%  Interaction Rate 
Interaction Rate = Total Interactions ÷ Measurable Impressions 
%  Margin 
Total Margin % = (Total Gross Cost – Total Net Cost – Total Ad Serving Cost) ÷ (Total Gross Cost) Cost and Units Mode: Margin Cost = ((Net Cost + Ad Serving Cost) x Margin %) ÷ (1 – Margin %) Rate Mode: Margin Cost= (Gross Rate  (Net Rate + Ad Serving Rate)) ÷ (Gross Rate) Insights: Margin = Gross Cost  Net Cost  Ad Serving Cost 
$  Margin Cost 
Margin Cost = ((Net Cost + Ad Serving Cost)* Margin %) (1 – Margin %) 
$  Net Cost 
Net Cost = Net Rate X Ordered Units Net Cost = Net Rate X Ordered Units ÷ 1000 [CPM imps Rate Type] AV Rate Type: Net Cost is $0.00 since the rate is zero (0). 
$  Net Rate 
Net CPM Rate  Net rate (amount) charged for placements per thousand (Contracted) For AV rate type, the net rate is always zero (0). The gross rate is based on the ad serving costs. Flat rate does not have a net rate. 
$  Net Spend 
Net Spend = Net Rate X Billable Units ÷ 1000 (CPM or CPVI) Net Spend = Net Rate X Billable Units (CPC, CPCV, CPA) Net Spend = Contracted Amount (Flat) 
$  Ordered Units Rate Type 
Ordered Units Rate Type = CPM (or CPVI) ÷ Ordered Imps 
%  Pacing % 
Pacing % (Gross) = Total Spend (Gross) ÷ Target Spend Pacing % (Net) = Total Spend (Net) ÷ Target Spend Flat Rate or Added Value: Pacing % = Delivered Billable Units ÷ (Contracted Units x Progress) Insights: Pacing (Gross Spend) = (Gross Cost (Contracted) ÷ Total Number of Days (Contracted)) X Number of Days Ran to Date (Contracted) Pacing (Contract Units) = (Gross Units (Contracted) ÷ Total Number of Days (Contracted)) X Number of Days Ran to Date (Contracted) 
%  Over pacing 
Over pacing: Delivering more than what is purchased before the end date. (Delivery is too fast.) An over pacing alert appears >110%. Pacing >110% = Net Cost X ((1pace) X 1) 
%  Under pacing 
Under pacing: Delivery is too slow. Delivering less than what is purchased before the end date. (Delivery is too slow and may be an estimated loss.) An under pacing alert appears <90%. Pacing <90% =Net Cost X ((1pace) X 1) 
Qty  Progress 
Progress = the lesser of 1.0 or (Days since date of first inflight delivery ÷ (Contracted end date – date of first inflight delivery)) 
$  Proj. Balance 
Projected Balance = Contracted Cost X  (1  Pacing) 
$  ROAS 
ROAS = Total Revenue ÷ Total Net Cost 
$  ROI 
ROI = (Total Revenue – Total Net Cost ÷ Total Net Cost 
% 
SOV 
SOV = Available Units ÷ Ordered Units 
$  Target Spend 
Target Spend = Contracted Spend X Progress 
Total Conversions 
Total Conversions = Total Click Conversions + Total View Conversions 

$  Total Spend 
Total Spend = Billable Units X Net Rate ÷1000 [CPM or CPVI] Total Spend = Billable Units X Net Rate [CPC, CPCV, or CPA] Total Gross Spend = Billable Units X Gross Rate Total Spend = Contracted Amt [Flat] Total Spend = 0 (zero) [AV] 
Qty 
Units 
Cost Mode: Units = Gross Cost ÷ Net Rate x (1+(Margin% ÷ (1Margin%)) + Ad Serving Rate) Units = Gross Cost ÷ (Net Rate + Ad Serving Rate) X (1+(Margin% ÷ (1Margin%)) + Ad Serving Rate) x 1000) [For CPM imps] Units = Gross Cost ÷ Net Rate x (1+(Margin% ÷ (1Margin%)) + Ad Serving Rate) 
$  Unspent 
Unspent (Net) =Contracted (Net)  Total Spend (Net) Unspent (Gross) = Contracted (Gross)  Total Spend (Gross) Flat Rate inflight with delivery for billable unit: Total Unspent (Net) = 0 Flat Rate inflight with no delivery for the billable unit: Total Unspent (Net) = Contracted (Net) Amount 
%  Videos Completed Rate 
Videos Completed Rate = Videos Completed ÷ Measurable Impressions 
%  Videos Started Rate 
Video Started Rate = Video Started ÷ Measurable Impressions 
%  View through Conversion Rate 
View through Conversions Rate = Total View Through Conversions ÷ Measurable Impressions View through Conversion Rate = Total View Through Conversions ÷ Measurable Imps (qty) 