Bayan Advisory
GCC Retail Media Revenue Calculator
Show:
Traffic & Audience
5.0M
Annual: 60M · benchmark 50–200M for large GCC lifestyle retailer
2.0M
6.0
20M
4.0M
80
Offsite Config (DV360 / Trade Desk)
segment-based model
35
Conservative scales to ~43%, Aggressive ~200%
500K
Slab: Small (500K)
Slab Reference · Retailer Net CPM after Agency Take
Reach Deduplication
Gross Reached
Deduplication Factor
Est. Unique Reach
Pool Coverage
Deduplication adjusts unique reach estimates only. Revenue is calculated on total impressions delivered regardless of overlap (Comscore: up to 40% of digital impressions hit duplicate users across platforms).
Inventory Suppression
onsite / SPA only
🛒 ATC Suppression
3%
Has Personalisation Engine?
📄 Utility Pages
5%
Total Monetisable
92%
DOOH Screen Calculator (optional)
▼
Fill Rate Assumptions
Target fill rates for a well-resourced RMN with strong sales execution.
Active Channels
toggle to include / exclude
⚠ SPA not applicable — non-endemic vertical
Gross Revenue · Base Scenario
—
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 / SPA: Monetisable Requests = Total Requests × Monetisable %. Monetisable % = (1 − ATC%) × (1 − Loyalty%) × (1 − Utility 5%). Default Fashion/Lifestyle: ~92%. Revenue = (Monetisable Requests × Ad Slots × Fill Rate × CPM) / 1000. Ad Slots are controlled by the Ad Density selector: Standard = 2 slots (all page types); Variable = 2.90 weighted average (Dept 30%×2 + Cat/PLP 25%×4 + PDP 25%×3 + Search 15%×3 + Thank You 5%×2); High = 4 slots (all page types, max ad load).
FILL RATES: Two modes selectable in Fill Rate Assumptions. Aspirational — target rates for a well-resourced RMN: Onsite conservative 18%, base 28%, aggressive 42%; SPA 20% / 32% / 45%. Operationally Validated — based on actual Year 1 GCC RMN performance data: Onsite 3% / 6% / 10%; SPA 1.5% / 3% / 5%. Offsite, DOOH, CRM and Sampling fill rates are not affected by this toggle.
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 / 1,000. 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. A Reach Deduplication panel in the Offsite Config card shows Gross Reached (Campaigns × Segment Size), a campaign-count-based deduplication factor (1–5 campaigns = 1.00×; 6–8 = 0.85×; 9–12 = 0.75×; 13+ = 0.65×), Est. Unique Reach (capped at Loyalty Members), and Pool Coverage %. This is informational only — revenue is always calculated on total impressions delivered, not unique reach (Comscore: up to 40% of digital impressions hit duplicate users across platforms).
IN-STORE DOOH: Revenue = Stores × Screens/Store × Impressions/Screen/Year × Fill Rate × CPM / 1,000. Default impressions/screen/year: 200K (conservative) → 350K (base) → 600K (aggressive). Screens/store: 3 → 5 → 8. A footfall-intensity multiplier (up to 2.5×) is applied based on avg visitors per store. Both the Stores and Annual Footfall sliders affect this channel. The optional DOOH Screen Calculator card allows custom impression validation using: Daily Footfall Past Screen × OTS Rate × Ads per Pass (1 for walking, 2 for queuing/captive) = Daily Impressions/screen; × 365 = Annual. Clicking 'Apply to DOOH Channel' overrides the default 200K/350K/600K values uniformly across all scenarios with the calculated figure. 'Reset to Default' reverts to scenario-scaled defaults. Methodology based on IAB 2024 DOOH & In-Store Retail Media Playbook.
CRM / EMAIL: Revenue = Loyalty Members × Match Rate × Send Frequency × CPM / 1,000. CPM range $1.50–$3.00 represents the value of a single sponsored slot within an email send, not the full email send CPM.
ℹ Industry benchmarks of $10–$75 represent dedicated email sends or full newsletter sponsorships with significantly more inventory per send. Both pricing models are valid for different advertiser needs — this calculator uses the per-slot model as it more accurately reflects retail media network economics where multiple brands share each send. SCENARIOS: Conservative uses the low-end CPM for the selected vertical + lower fill rates + lower match rates (60%). Base uses the mid-point CPM + mid-range fill rates. Aggressive uses the high-end CPM + higher fill rates + match rates up to 88%. CPM values update automatically when the Retail Vertical changes. Fill rate ranges depend on the Fill Rate Assumptions toggle (see above).
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. When Gross + Delivered is selected, an Expected Delivered figure is shown per scenario, applying channel-level delivery factors to net revenue per channel: Onsite 72–94%, Sponsored Products 68–92%, Offsite 62–88%, CRM 90–98%, In-Store DOOH 58–88%, Sampling 70–90% (conservative to aggressive). These factors reflect the gap between booked and actually delivered campaigns. Gross Profit in this mode is calculated from Expected Delivered rather than Net Revenue.
EXCLUSIONS: GCC seasonal uplifts (Ramadan, Eid, DSF, White Friday) not modelled. Year 2+ margin improvement not reflected.
FILL RATES: Two modes selectable in Fill Rate Assumptions. Aspirational — target rates for a well-resourced RMN: Onsite conservative 18%, base 28%, aggressive 42%; SPA 20% / 32% / 45%. Operationally Validated — based on actual Year 1 GCC RMN performance data: Onsite 3% / 6% / 10%; SPA 1.5% / 3% / 5%. Offsite, DOOH, CRM and Sampling fill rates are not affected by this toggle.
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 / 1,000. 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. A Reach Deduplication panel in the Offsite Config card shows Gross Reached (Campaigns × Segment Size), a campaign-count-based deduplication factor (1–5 campaigns = 1.00×; 6–8 = 0.85×; 9–12 = 0.75×; 13+ = 0.65×), Est. Unique Reach (capped at Loyalty Members), and Pool Coverage %. This is informational only — revenue is always calculated on total impressions delivered, not unique reach (Comscore: up to 40% of digital impressions hit duplicate users across platforms).
IN-STORE DOOH: Revenue = Stores × Screens/Store × Impressions/Screen/Year × Fill Rate × CPM / 1,000. Default impressions/screen/year: 200K (conservative) → 350K (base) → 600K (aggressive). Screens/store: 3 → 5 → 8. A footfall-intensity multiplier (up to 2.5×) is applied based on avg visitors per store. Both the Stores and Annual Footfall sliders affect this channel. The optional DOOH Screen Calculator card allows custom impression validation using: Daily Footfall Past Screen × OTS Rate × Ads per Pass (1 for walking, 2 for queuing/captive) = Daily Impressions/screen; × 365 = Annual. Clicking 'Apply to DOOH Channel' overrides the default 200K/350K/600K values uniformly across all scenarios with the calculated figure. 'Reset to Default' reverts to scenario-scaled defaults. Methodology based on IAB 2024 DOOH & In-Store Retail Media Playbook.
CRM / EMAIL: Revenue = Loyalty Members × Match Rate × Send Frequency × CPM / 1,000. CPM range $1.50–$3.00 represents the value of a single sponsored slot within an email send, not the full email send CPM.
ℹ Industry benchmarks of $10–$75 represent dedicated email sends or full newsletter sponsorships with significantly more inventory per send. Both pricing models are valid for different advertiser needs — this calculator uses the per-slot model as it more accurately reflects retail media network economics where multiple brands share each send. SCENARIOS: Conservative uses the low-end CPM for the selected vertical + lower fill rates + lower match rates (60%). Base uses the mid-point CPM + mid-range fill rates. Aggressive uses the high-end CPM + higher fill rates + match rates up to 88%. CPM values update automatically when the Retail Vertical changes. Fill rate ranges depend on the Fill Rate Assumptions toggle (see above).
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. When Gross + Delivered is selected, an Expected Delivered figure is shown per scenario, applying channel-level delivery factors to net revenue per channel: Onsite 72–94%, Sponsored Products 68–92%, Offsite 62–88%, CRM 90–98%, In-Store DOOH 58–88%, Sampling 70–90% (conservative to aggressive). These factors reflect the gap between booked and actually delivered campaigns. Gross Profit in this mode is calculated from Expected Delivered rather than Net Revenue.
EXCLUSIONS: GCC seasonal uplifts (Ramadan, Eid, DSF, White Friday) not modelled. Year 2+ margin improvement not reflected.