Campaign costs displayed in the user interface will include:
- Media costs
- Audience costs (if applicable)
- System fees
- Buying Fee
- Targeting Fee (if applicable)
The Max CPM set on a campaign or bid strategy will rule the max CPM for the sum of all these three costs/fees. This means that a given max CPM needs to account for both media costs, any audience costs and the system fees. It does not, however, take into account any line item set (see below).
Before submitting a bid, the system will subtract audience costs and any system fees from the set CPM.
Spend & Line Items
The spend figure will be based on the line item selected for a given campaign. If using line item "At cost", this figure will be equal to the cost figure. If using a line item such as "30% Margin", Spend = (1-0.3)*Cost.
Note that a line item with a margin will make the final spend eCPM to be potentially higher than the set max CPM.