How billing works
What a billed impression costs, when the wallet is charged, what stops spend, and which credits you can expect back.
LtvAdx charges per impression, always. This page explains what one impression costs, when the charge happens and what stops spending. To add money, see Add credits to your wallet.
What you pay
Each billed impression takes the line item's CPM divided by 1,000 from the wallet. Set a CPM of $10 and one impression costs one cent. You pay the CPM you set. LtvAdx adds nothing on top of it per impression.
You are never charged per click, per view or per lead. A line item may aim at a completion target, but the wallet is still charged per billed impression.
When the charge happens
The charge happens when the player reports that the ad's impression was shown. Three rules follow from that.
- An ad that was chosen but never reported as shown is not charged.
- If a player or a CDN sends the same impression report twice, you are charged once.
- Each charge is a separate row on the wallet page, taken at the time of the impression.
What stops spend
A line item stops delivering when any of these is true.
| Cause | What you see |
|---|---|
| The wallet cannot pay | Alerts for a low or empty wallet. The balance card is red at zero. |
| The line item reached its total budget or its daily budget | The line item stops until the next day, or for good if the total budget is spent. See Pacing and frequency. |
| The flight dates ended, or the line item is paused | The status on the line item. |
| The order or creative is not approved | Check the status on each. |
A wallet counts as able to pay while its balance is above zero. When a debit takes the balance to zero, serving for that advertiser stops almost at once. When you add credits, serving resumes after a short delay. For a full checklist, see My campaign isn't delivering.
An impression that arrives when the balance cannot cover it is not charged to you. It is recorded as delivered but not billed, and the publisher is not paid for it. Keep the balance above zero so delivery doesn't pause.
What is never charged
An impression LtvAdx classes as invalid traffic while the ad plays is not charged to your wallet, and the publisher is not paid for it. See Traffic quality.
What is credited back
- Credits for invalid traffic. When LtvAdx confirms that some of the traffic you paid for was invalid, the matching spend goes back to the wallet. The row is labelled IVT_CREDIT. See Traffic quality for what counts.
- Credits from a dispute. If a charge looks wrong, raise a billing dispute inside the Reconciliation Window. An accepted dispute credits the wallet; the row says "Dispute credit" or "Adjustment credit" with the reference. To compare your own counts with ours first, see Reconcile your numbers.
- Top-ups are non-refundable once credited, except where the law or an enterprise agreement says otherwise. The product has no refund button: every correction is a wallet credit.
Who pays when an agency is involved
The client's wallet is charged for the client's campaigns. The agency does not hold a balance. The advertiser is charged the media cost only, the CPM you set. The agency's commission is paid out of LtvAdx's share. It does not add to what the client's wallet is charged, and it does not reduce what the publisher or an operator earns, unless a written agreement says the commission is taken from the media cost first. The commission is paid to the agency in its monthly payout. See Read your payouts and How your revenue share is set.
For ad networks
You can't top up a wallet. Your spend through DSP seats is billed outside the wallet, and nothing is charged to it. See Add credits to your wallet.
What you get invoiced for
Invoices cover the credits you add, one invoice per payment. Ad networks add no credits, so there is nothing to invoice them for here. They do not list each impression. Your delivery spend is in your reports. See Billing details and invoices.