Start with a thousand answers from a hypothetical free tier. Some are follow-ups, some are excluded topics, and some have no useful commercial next step. Applying an advertised CPM to all thousand will give the wrong revenue estimate before you even discuss the price.
Work from answers to paid impressions
Suppose 200 answers qualify for a placement, 100 receive a suitable offer, and 80 produce one billable impression each. At an illustrative $10 CPM, those 80 impressions generate $0.80 gross. If the publisher keeps an illustrative 70%, that leaves $0.56 per thousand answers. These numbers are invented for the calculation and are separate from Jolts pricing.
Where a thousand answers become 80 paid impressions
Worked example
In this scenario, eligibility removes 800 answers before an offer lookup. Twenty of the 100 offers served never become billable.
- Volume
Count
- Volume
Count
Hover or tap to inspect. Keyboard: focus the chart and use arrow keys.
View data table
| Stage | Volume |
|---|---|
| Answers | 1,000 |
| Eligible | 200 |
| Offer served | 100 |
| Billable | 80 |
Missing values mean not available. Displayed to 0 decimal places; CSV retains supplied values.
Source: Illustrative inputs described in this article · Updated
If those thousand answers cost $2.00 to serve, the placement covers 28% of that cost. At the same 80 impressions and publisher share, the gross CPM required to cover the whole $2.00 would be about $35.71. If your quoted CPM already represents net publisher earnings, use that number directly and skip the share multiplier.
Measure the expensive turns separately
A short follow-up and a long tool-assisted answer may cost very different amounts. Split the pilot by workflow and calculate actual serving cost for each group. Keep a count of answers with no request and offers that never became billable. Otherwise a healthy fill rate can hide a tiny eligible audience.
The pilot question is concrete: how much of the free tier did the placement fund, and what happened to task completion while it ran? Put both figures beside each other before deciding whether to expand.
Cost coverage = impressions × CPM ÷ 1,000 × publisher share ÷ serving cost. The example holds serving cost at $2.00.
How much of the serving bill does a placement cover?
Worked example
At 80 paid impressions per thousand answers and a 70% publisher share, doubling the gross CPM from $10 to $20 raises cost coverage from 28% to 56%.
Cost covered
98.0%$35
Serving cost covered
- Cost covered
Serving cost covered
Hover or tap to inspect. Keyboard: focus the chart and use arrow keys.
View data table
| Gross CPM (USD) | Cost covered |
|---|---|
| $5 | 14.0% |
| $10 | 28.0% |
| $20 | 56.0% |
| $35 | 98.0% |
Missing values mean not available. Displayed to 1 decimal places; CSV retains supplied values.
Source: Illustrative inputs described in this article · Updated