How billing works for each deal type

Money moves per delivered impression, never per email sent and never per click. If nobody opens the email, nothing is charged.

The three deal types

Deal type	What it is	Who is charged	What the publisher gets
Direct-Sold	A sponsor the publisher sold itself.	The publisher's wallet pays a flat serving fee.	100% of what it negotiated with the sponsor, settled between them.
Network demand	An advertiser on MailAdx. Shown as INTERNAL_DSP in your wallet.	The advertiser's wallet pays the line item's CPM.	The CPM less a buy-side fee and a sell-side share.
OpenRTB	A buyer on an outside exchange.	No wallet here. The exchange settles with its own buyer.	The winning bid less an exchange fee and a sell-side share.

CPM means the price per 1,000 impressions.

Default rates

These are the defaults. Rates are set per account and per exchange, so yours may differ.

Fee	Default
Direct-Sold serving fee	$0.40 per 1,000 impressions
Buy-side fee on network demand	15% of the CPM
Sell-side share on network demand	15% of what is left
Exchange fee on OpenRTB	10% of the winning bid
Sell-side share on OpenRTB	10% of what is left
Serving fee on a DSP that pays you directly	$0.40 per 1,000 impressions

For publishers

Your own rates are under Account, in Platform Fee Schedule. They are read-only. Write to support@mailadx.com to discuss them.

For advertisers

Your fee is under Account, as Buy-side platform fee. It comes out of your CPM. It is not added on top of what you pay.

Worked examples

These use the default rates.

Direct-Sold. A publisher sells a sponsor 100,000 impressions at a $10 CPM. The sponsor pays the publisher $1,000 directly. The publisher's wallet pays $40 in serving fees.

Network demand at a $10 CPM, per 1,000 impressions. The advertiser's wallet pays $10.00. The buy-side fee takes $1.50, leaving $8.50. The sell-side share takes $1.275, and the publisher is credited $7.225.

OpenRTB at a $10 winning bid, per 1,000 impressions. The exchange fee takes $1.00, leaving $9.00. The sell-side share takes $0.90, and the publisher is credited $8.10.

CPC and CPL line items

You are still charged per impression. The Bid Type on a line item changes how it competes for impressions. It does not change how it is billed: you are not charged per click or per lead.

Your real cost per click or per lead is your spend divided by your clicks or leads. It can be higher or lower than the number you entered.

Flat-rate line items

A flat-rate line item is a fixed sponsorship fee on a Direct-Sold deal, agreed between the publisher and the sponsor. The publisher's wallet still pays the serving fee per impression.

What is never charged

• Emails that are sent but not opened.
• Clicks, leads, votes and other responses.
• Traffic filtered as invalid. See refunds and credits.

If something goes wrong

• A charge does not match what you expected. Compare it with your wallet transactions. Then write to support@mailadx.com with the date range and the line item or ad unit.