Deals & Revenue Mix · Sell-Side calculator
Publisher Take-Home Rate
Take-home rate is the share of each advertiser dollar that actually reaches the publisher after every intermediary fee.
Formula
Take-home rate = (Publisher net revenue ÷ Advertiser gross spend) × 100
Fill in any 2 fields. The one you edited longest ago is solved for you.
Waiting for 2 values to solve Take-home rate.
What is Take-home rate?
Take-home rate is the share of each advertiser dollar that actually reaches the publisher after every intermediary fee. Supply-path studies regularly find it well below what either side assumes.
Worked example
If publisher net revenue is $7,200 and advertiser gross spend is $10,000, then Take-home rate = 72.00%.
Take-home rate = (Publisher net revenue ÷ Advertiser gross spend) × 100
Formula variable breakdown
- netPublisher net revenue
- Enter publisher net revenue directly, or leave it blank and let the solver calculate it from the other 2 fields.
- grossAdvertiser gross spend
- Enter advertiser gross spend directly, or leave it blank and let the solver calculate it from the other 2 fields.
- takehomeTake-home rate(output)
- Enter take-home rate directly, or leave it blank and let the solver calculate it from the other 2 fields.
Tactical application guide
Take-home rate links publisher net revenue and advertiser gross spend in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the publisher net revenue you have and the Take-home rate you are targeting, and the solver tells you the advertiser gross spend you must secure. Or lock advertiser gross spend and Take-home rate from a benchmark to see the publisher net revenue that plan implies before you commit.