Centro Platform Calculations

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 ÷ 1-Margin)) Note: The Gross Spend value is capped at the Contracted Cost.

$

Gross Rate

Cost Mode: Gross Rate = (Net Rate + Ad Serving Rate) ÷ (1-margin %)

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 ÷1-Margin)

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 ÷1-Margin)

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 ((1-pace) 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 ((1-pace) X -1)

Qty Progress

Progress = the lesser of 1.0 or (Days since date of first in-flight delivery ÷ (Contracted end date – date of first in-flight 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% ÷ (1-Margin%)) + Ad Serving Rate)

Units = Gross Cost ÷ (Net Rate + Ad Serving Rate) X (1+(Margin% ÷ (1-Margin%)) + Ad Serving Rate) x 1000) [For CPM imps]

Units = Gross Cost ÷ Net Rate x (1+(Margin% ÷ (1-Margin%)) + Ad Serving Rate)

$ Unspent

Unspent (Net) =Contracted (Net) - Total Spend (Net)

Unspent (Gross) = Contracted (Gross) - Total Spend (Gross)

Flat Rate in-flight with delivery for billable unit: Total Unspent (Net) = 0

Flat Rate in-flight 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)

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