How ad revenue is calculated
By Theaimart ADX ·
2 minute read · AI-assisted technical review
A scenario estimate multiplies filled impressions by eCPM, divides by 1,000, and applies the assumed publisher share when the eCPM is gross.
Define an opportunity before forecasting revenue
Use eligible ad opportunities as the starting count. Page views alone are insufficient because a page can have multiple placements, and a placement may not request an ad in every session. Consent, device conditions and application behavior affect which opportunities are eligible.
The model in this guide assumes one filled impression per filled opportunity. If your integration can return multiple ads per request, describe that relationship separately instead of silently treating requests and impressions as interchangeable.
Apply fill and publisher share exactly once
Filled impressions equal eligible opportunities multiplied by the assumed fill fraction. Gross revenue equals filled impressions divided by one thousand, multiplied by gross eCPM. Publisher revenue then applies the assumed publisher fraction.
With 100,000 eligible opportunities, 80% fill, $2 gross eCPM and a hypothetical 70% publisher share, the model produces 80,000 filled impressions, $160 gross and $112 publisher revenue. A publisher-net eCPM already includes the revenue allocation, so applying the share again would double-count that deduction.
| Scenario | Fill | Gross eCPM | Publisher share | Publisher result |
|---|---|---|---|---|
| Base assumption | 80% | $2.00 | 70% | $112.00 |
| Lower fill | 50% | $2.00 | 70% | $70.00 |
| Lower pricing | 80% | $1.00 | 70% | $56.00 |
Test the arithmetic independently
The following calculation is a standalone educational example, not an SDK integration or an ADX payout API. Input validation is essential in an interactive tool; this fixed example uses explicitly bounded assumptions.
javascript ·
const eligible = 100000;
const filled = eligible * 0.80;
const gross = filled / 1000 * 2;
const publisher = gross * 0.70;
console.log({ filled, gross, publisher });
// { filled: 80000, gross: 160, publisher: 112 }Separate estimation from settlement
Keep a record of the model inputs, then compare finalized reporting on the same event basis. A gap might come from different impression definitions, late adjustments, invalid traffic or currency conversion. It should not automatically be attributed to a fee or an integration fault.
This model does not establish a payment threshold, eligible country, processing deadline or guaranteed return. Consult current commercial disclosures separately and use the public calculator to explore sensitivities, not to represent verified ADX performance.