Free tool · for media sellers
CPM & flight budget calculator.
For media sellers building a proposal. Solve for budget, impressions or CPM, then see daily and weekly pacing, net vs gross, viewable CPM and estimated reach. Free, no signup. Everything runs in your browser; nothing you type is sent anywhere.
Solve the deal math
Step 01Pick what to solve for; the other two fields are yours to edit.
Calculated
Flight and pacing
Step 02Adjustments
OptionalDefaults (15% commission, 70% viewability, 3x frequency) are placeholders. Replace them with your own deal terms.
Results
LiveGross budget$50,000.00
Impressions2,500,000
Gross CPM$20.00
Net to publisher$42,500.00
Net CPM$17.00
Viewable impressions1,750,000
vCPM$28.57
Effective CPM incl. bonus$20.00
Est. reach (upper bound)833,333
Weekly plan
Add flight dates to see the weekly split.
Show the formulas
- Budget = Impressions × CPM ÷ 1,000
- Impressions = Budget ÷ CPM × 1,000
- CPM = Budget ÷ Impressions × 1,000
- Net to publisher = Gross budget × (1 − commission %)
- Net CPM = Gross CPM × (1 − commission %)
- Viewable impressions = Impressions × viewability %; vCPM = Budget ÷ viewable impressions × 1,000
- Effective CPM with added value = Budget ÷ (Impressions + bonus impressions) × 1,000
- Estimated reach = (Impressions + bonus) ÷ average frequency (a rough upper-bound estimate, not a deduplicated reach number)
- Flight days = end − start + 1; daily = total ÷ flight days (even pacing); weekly = daily × days of that week inside the flight
- Pacing % = delivered ÷ (total impressions × days elapsed ÷ flight days) × 100, with days elapsed counted through the "as of" date
The math is the easy part. Knowing who is actually buying is harder.
Elo is a new Chrome extension for Gmail and LinkedIn, built by a former media seller. It shows who decides at a brand or agency, who you already know there, and what changed recently. Free plan, no credit card.