Slab Reference · Retailer Net CPM after Agency Take
Active Channelstoggle to include / exclude
Gross Revenue · Base Scenario
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Net Revenue (after AVR & agency split): —
Est. Gross Profit: — (Year 1 ~55% margin)
Three-Scenario Breakdown
Channel
Conservative
Base
Aggressive
Mix %
Unit Economics · Base Scenario
Methodology & Assumptions
ONSITE: Ad Requests = Web Sessions × Pages/Session. Revenue = (Requests × Fill Rate × CPM) / 1000. OFFSITE (DV360 / TTD): Audience segments built from loyalty/CDP data, sold to advertisers activated on the open web via DV360 and Trade Desk. Revenue = Campaigns Sold × Avg Segment Size × Impressions per Campaign × Net CPM / 1000. Net CPM = Gross CPM × (1 − Agency Take %). E.g. at 50% agency take (Publicis-style) on a $2 CPM, retailer nets $1 per 1,000 impressions. Segment slabs: XS 250K / S 500K / M 1M / L 2M / XL 5M. IN-STORE: DOOH impressions estimated from footfall × dwell multiplier. SCENARIOS: Conservative uses lower fill rates (15–25%), lower CPMs ($1.50–$4.00), lower match rates (55%). Base uses mid-range GCC benchmarks. Aggressive uses higher fill rates (35–45%), premium CPMs ($5.00–$9.00), match rates up to 85%. NET REVENUE: 50/50 split agency/direct assumed. Agency volume rate (AVR) 16.7% applied to agency portion. MARGINS: Year 1 gross profit estimated at 55% of net revenue (conservative 44%, aggressive 67%). Technology and staffing costs not itemised here. EXCLUSIONS: GCC seasonal uplifts (Ramadan, Eid, DSF, White Friday) not modelled. Year 2+ margin improvement not reflected.