PublisherRevenue Guide

The business behind
independent publishing.

New here? Choose a reading path ↗

Home / Tools / Ad inventory forecast

Calculator / Understand ads

Follow each step to the revenue.

Build a simple monthly scenario from your own event definitions. Keep the rate basis and the publisher share explicit.

A white calculator on a light surface.
Reference photograph: a calculator, not a publisher’s financial records. Annie Spratt / Unsplash ↗
Illustrative inputs / USD · Edit to explore · No inputs sent or stored

Your assumptions

01 / Set the inputs
Try a scenario:
Pageviews available to the model.
Model assumes one opportunity per slot, with no refresh.
Share of opportunities that become ad requests.
Share of requests counted as billable impressions.
Before the publisher-share deduction.
Set 100 if the eCPM you entered is already publisher-net.
Only costs not already deducted in eCPM or share.
Your workload assumption.
Your chosen cost of time.

Pin these inputs, then edit to compare.

How to read this result

Opportunities = pageviews × slots. Requests = opportunities × request rate. Billable impressions = requests × fill rate. Expected event counts can be fractional.

Gross ad revenue = billable impressions ÷ 1,000 × eCPM. Publisher revenue = gross × retained share. Contribution subtracts entered cash costs and labor. Page RPM uses publisher revenue. Do not deduct a network fee twice.

This is a single-pool model with no auction, refresh, viewability multiplier, seasonality or guaranteed sales. Impressions are not unique readers. Application thresholds do not predict these results.

Inputs run locally in this browser tab. They are not sent or saved automatically. Download your work before leaving if you want to keep it.

The research behind the workings

Keep the context close.

A clearer view of the business

The Revenue Letter.

One useful model. One question worth asking.
A considered note for independent publishers.