GAM / AdX Revenue Calculator

Gross revenue for each deal type = (Filled Impressions × Deal Type %) ÷ 1000 × eCPM. For example, if you have 500K impressions at 85% fill rate (425K filled) and 20% goes to Private Marketplace with a $3.00 eCPM: (425,000 × 20%) ÷ 1000 × $3.00 = $255.00 gross from PM deals.

AdX buyer fees vary by deal type: Open Auction and Preferred Deals charge ~10%, Private Marketplace (PMP) charges ~12%, and Programmatic Guaranteed (PG) charges ~15%. These fees are deducted from the gross revenue before the publisher receives their net. The total buyer fee across all deal types typically ranges from 8-12% of gross revenue.

Google Ad Manager charges a platform fee that typically ranges from 10-20% of gross revenue, depending on your contract size and volume. Larger publishers with higher impression volumes (500M+/month) can negotiate lower rates. The default in this calculator is 15%, which is common for mid-sized publishers.

Header bidding typically increases programmatic revenue by 20-50% compared to an AdX-only setup. The exact lift depends on your traffic quality, geography mix, ad format, and how many demand partners you have. The calculator models a 15% CPM lift with HB, which is conservative - many publishers see 30-50% higher CPMs with competitive header bidding.

Higher-quality publishers typically aim for: 30-40% Programmatic Guaranteed (highest CPMs, most predictable), 20-30% Private Marketplace (good CPMs with buyer targeting), 20-30% Open Auction (fill the rest), and 5-10% Preferred Deals. The optimal mix depends on your inventory quality, audience, and sales team capabilities.

Fill rate directly determines how many of your available impressions actually generate revenue. A 100% fill rate means every impression is sold; 80% means 20% of your inventory goes unfilled. Fill rate typically decreases as you raise floor CPMs - the floor optimizer helps you balance this trade-off for maximum net revenue.

This calculator is specifically designed for Google Ad Manager / AdX, which has different fee structures and deal types than AdSense. AdSense uses a simpler revenue share model (68% to publisher) without deal types, buyer fees, or header bidding. For AdSense projections, use the separate Google AdSense Revenue Calculator (Tool 93).

Effective eCPM (effective Cost Per Mille) is your net revenue per 1,000 impressions after all fees. It's the most important metric for comparing ad monetization performance. For example, if your gross eCPM is $3.00 but you lose 25% to buyer fees and platform fees, your effective eCPM is $2.25 - this is your true take-home rate per 1,000 impressions.