Estimating Display Ad Revenue
Display advertising — standard banner units sold through direct deals or programmatic exchanges — earns revenue based on impressions served and eCPM, the realized revenue per thousand impressions after the auction clears. Multiplying the two, scaled by 1,000, gives a projected revenue figure for a display inventory forecast.
Display eCPM tends to run lower than video or native formats, so it's worth planning display revenue separately from other ad formats rather than blending them into one average.
Display Ad Revenue Formula
Multiply display impressions by eCPM, then divide by 1,000.
Display Ad Revenue = (Impressions × eCPM) ÷ 1,000
Worked Example
A site serves 1,000,000 display impressions in a month at a $1.50 eCPM.
Display Ad Revenue = (1,000,000 × $1.50) ÷ 1,000 = $1,500
What Affects Display Ad Revenue?
- Viewability — ad units that are actually seen command a meaningfully higher eCPM than below-the-fold placements.
- Header bidding vs. waterfall — auction setup materially affects the realized eCPM for the same inventory.
- Ad unit size and placement — larger, more prominent units typically earn more per impression than small sidebar units.
- Ad density — more units per page raises total impressions but can lower eCPM per unit if demand doesn't scale proportionally.
Display Ad Revenue Calculator FAQ
How do you calculate display ad revenue?
Multiply display ad impressions by eCPM, then divide by 1,000: Display Ad Revenue = (Impressions × eCPM) ÷ 1,000. Enter your impressions and eCPM above to calculate it instantly.
Why is display eCPM usually lower than video or native eCPM?
Standard banner display ads typically see lower advertiser demand and engagement than video or native formats, which usually translates into a lower eCPM for the same audience. Ad density, viewability, and placement quality all affect where display eCPM lands within its typically wide range.
Does header bidding affect this calculation?
Not the formula itself — header bidding affects what eCPM you actually realize by running multiple exchanges' bids simultaneously, typically raising it compared to a waterfall setup. Use your realized post-header-bidding eCPM for the most accurate revenue estimate.
How is this different from the ad revenue calculator?
Same underlying formula, framed specifically around display/banner inventory. The general ad revenue calculator works for any impression-and-eCPM-based estimate, while this page's content focuses on display-specific factors like viewability and ad density.