The Advora toolkit
Compare supplier media quotes using quantities, billing periods, discounts, extra costs and optional impressions. Download an Excel comparison.
Normalize quantities, billing periods, discounts and fees. Use one currency and comparable periods. A lower CPM does not establish better audience quality.
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02 / THE EXPLAINER
The method behind the result.
Choose a single currency and enter the rate per unit per billing period. Multiply by the quantity and number of periods, then include supplier discounts and additional charges. Convert currencies independently before entering values; this tool does not fetch exchange rates.
Optional impressions must cover the entire quoted quantity and campaign period. Effective CPM divides the net cost including extras by those impressions and multiplies by one thousand. Leave impressions blank when they are unavailable instead of inventing an audience estimate.
A lower CPM does not mean better reach, viewability, targeting or business results. Check inventory quality, location, frequency, make-goods, cancellation rules, measurement and tax treatment. Quotes are alternatives rather than a combined campaign budget; the comparator deliberately avoids summing them into a recommended purchase.
03 / A LITTLE MORE CLARITY
What to know before you put your result to work.
Whatever the supplier quote uses, such as a day, week or month. Keep the period definition consistent within each row.
No. The discount applies to media rate times units times periods; extras are added afterward.
Only if you include it in the additional costs. Confirm supplier treatment.
Leave them blank. Cost remains available and CPM is shown as undefined.
No. It normalizes arithmetic; quality and contractual decisions remain yours.
