{"page":"/tools/commerce-media-business-case-template","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Input","Bank (card-linked)","Airline (loyalty, seatback, offsite)","Pharmacy (loyalty, sponsored listings, in-store)","Source or label"],"rows":[["N, customers or members","20,000,000","40,000,000","90,000,000","Bank: editable assumption (mid-size issuer). Airline: ~40M active MileagePlus members (United, 7 Jun 2024). Pharmacy: 90M+ ExtraCare members (Beet.TV, 16 Jul 2025)"],["m, monthly active share","60%","20%","35%","Editable assumption (no network discloses MAU share)"],["c, addressable share","80%","85%","60%","Editable assumption; opt-out model for banks and airlines; pharmacy lower to exclude health-adjacent purchases under HIPAA and state laws"],["v, offer views per addressable user per month","26","4","8","Bank: 2.2B offer views a month over 84M customers, 26.2 (chase.com, accessed 17 Oct 2026). Airline and pharmacy: editable assumption"],["r, redemption rate","0.5%","0.3%","1.0%","Editable assumption (no network discloses redemption per view)"],["B, average basket","$60","$120","$35","Editable assumption"],["f, advertiser fee as share of sale","5%","6%","5%","Editable assumption; pay-on-purchase model confirmed, rate not disclosed (Marketing Brew, 16 Apr 2024)"],["i, consumer incentive share of billings","39%","30%","50%","Bank: $151.7M incentives on $385.0M billings, FY2025 (Cardlytics 10-K), our calculation. Airline (miles) and pharmacy (coupon value): editable assumption"],["p, partner share","0%","0%","0%","Owner-run network; set >0 only if selling through another company's channel (Cardlytics' partner share and other third-party costs were $102.9M on $385.0M billings, 27%, same filing)"],["s, sessions per MAU per month","10","2.5","3","Airline: ~100M app sessions a month over ~40M members (United, 7 Jun 2024). Bank and pharmacy: editable assumption"],["a, ad impressions per session","1","2","4","Editable assumption"],["q, monetizable share","50%","60%","70%","Editable assumption"],["fill, fill rate","60%","50%","60%","Editable assumption"],["CPM_on, or CTR and CPC","$8 CPM","$15 CPM","CTR 1.0%, CPC $0.96","Pharmacy CPC: Sponsored Products $0.96, Q1 2026 (Skai, 28 Apr 2026); CTR editable assumption. Bank and airline CPM: editable assumption"],["S, owned screens","0","100,000","11,000","Airline: ~100,000 seatback screens (United, 7 Jun 2024). Pharmacy: 11,000 screens (Solomon Partners, Jan 2026)"],["pl, plays per screen per day","n/a","12","200","Editable assumption"],["ots, opportunity-to-see per play","n/a","1","2","Editable assumption"],["st, sell-through","n/a","40%","30%","Editable assumption"],["CPM_scr","n/a","$20","$15","Within the $10 to $50 range quoted for in-store screens (Pygmalios, updated 28 Jul 2026; vendor estimate)"],["mr, offsite match rate","50%","50%","55%","Single-identifier matching \"level[s] off around 50%\" (LiveRamp, 30 Jun 2026; vendor claim)"],["fo, offsite frequency","10","8","12","Editable assumption"],["CPM_off","$8","$10","$9","Editable assumption (Skai reports DSP CPC of $0.86 for Q1 2026 but no CPM)"],["t_off, offsite take rate","25%","25%","25%","Editable assumption"],["plat%, platform fee on net revenue","15%","12%","12%","Editable assumption; Criteo describes charging retailers \"a negotiated SSP fee and sometimes a technology fee\" without a rate (Criteo 10-K, FY2025)"],["FTE","12","15","20","Editable assumption"],["L, loaded cost per FTE","$176,774","$176,774","$176,774","Median software developer wage $135,980, May 2025 (BLS, modified 27 Aug 2026) × 1.3 loading (editable assumption)"],["meas, measurement and clean room per year","$300,000","$400,000","$600,000","Editable assumption"],["comm, sales commission","5%","5%","5%","Editable assumption"],["oneoff, year-1 build and legal","$2.0M","$3.0M","$4.0M","Editable assumption"],["ramp Y1/Y2/Y3; d","50% / 85% / 100%; 10%","same","same","Editable assumption"]],"sourceUrls":[["https://united.mediaroom.com/2024-06-07-United-Launches-Airline-Industrys-First-Media-Network","https://www.beet.tv/2025/07/from-retail-media-to-reddit-cvs-media-exchange-celebrates-five-years.html"],[],[],["https://www.chase.com/mediasolutions/home"],[],[],["https://www.marketingbrew.com/stories/2024/04/16/chase-retail-media-network-chase-media-solutions"],["https://www.sec.gov/Archives/edgar/data/1666071/000166607126000010/cdlx-20251231.htm"],[],["https://united.mediaroom.com/2024-06-07-United-Launches-Airline-Industrys-First-Media-Network"],[],[],[],["https://skai.io/press-releases/ai-adoption-rises-as-retail-media-delivers-record-efficiency-gains-in-q1-skai-data-shows/"],["https://united.mediaroom.com/2024-06-07-United-Launches-Airline-Industrys-First-Media-Network","https://solomonpartners.com/wp-content/uploads/2026/01/260113-Solomon-Partners-2026-NRF-Presentation.pdf"],[],[],[],["https://www.pygmalios.com/insights/how-to-price-in-store-retail-media-inventory"],["https://liveramp.com/explainer/identity-graph-match-rate"],[],[],[],["https://www.sec.gov/Archives/edgar/data/1576427/000157642726000014/crto-20251231.htm"],[],["https://www.bls.gov/ooh/computer-and-information-technology/software-developers.htm"],[],[],[],[]]}