{"page":"/tools/commerce-media-business-case-template","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Input","Symbol","Unit","Section"],"rows":[["1","Customers or members","N","count","Audience"],["2","Monthly active share","m","%","Audience"],["3","Addressable share after consent and exclusions","c","%","Audience"],["4","Offer views per addressable user per month","v","count","Offers"],["5","Redemption rate (redemptions per offer view)","r","%","Offers"],["6","Average basket per redemption","B","currency","Offers"],["7","Advertiser fee as share of sale","f","%","Offers"],["7b","Fixed cost per redemption (alternative to 7)","F","currency","Offers"],["8","Consumer incentive share of billings","i","%","Offers"],["9","Partner share (channel owner, if any)","p","%","Offers"],["10","Sessions per MAU per month","s","count","Onsite"],["11","Ad impressions per session","a","count","Onsite"],["12","Monetizable share of impressions","q","%","Onsite"],["13","Fill rate","fill","%","Onsite"],["14","Onsite CPM","CPM_on","currency","Onsite"],["14b","CTR and CPC (sponsored listings mode)","CTR, CPC","%, currency","Onsite"],["15","Owned screens","S","count","Screens"],["16","Plays per screen per day","pl","count","Screens"],["17","Opportunity-to-see per play","ots","count","Screens"],["18","Screen sell-through","st","%","Screens"],["19","Screen CPM","CPM_scr","currency","Screens"],["20","Offsite match rate","mr","%","Offsite"],["21","Offsite frequency (impressions per matched user per month)","fo","count","Offsite"],["22","Offsite CPM","CPM_off","currency","Offsite"],["23","Offsite take rate (share of gross media retained)","t_off","%","Offsite"],["24","Platform fee as share of net revenue","plat%","%","Costs"],["25","Platform fixed cost per year","plat$","currency","Costs"],["26","FTEs","FTE","count","Costs"],["27","Loaded cost per FTE","L","currency","Costs"],["28","Measurement and clean-room cost per year","meas","currency","Costs"],["29","Sales commission as share of net revenue","comm","%","Costs"],["30","One-off build and legal cost (year 1)","oneoff","currency","Costs"],["31","Ramp (share of steady state in Y1, Y2, Y3) and discount rate","ramp, d","%, %","P&L"]],"sourceUrls":[[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[],[]]}