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Free tool · Programmatic and media math
Programmatic ABM Calculator
Account-based display spreads budget across accounts, not people. Check whether you can reach each buying committee often enough to be noticed, and how many accounts your budget really covers.
- Free, no sign-up
- Runs in your browser
- Checked 19 October 2026
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How it works
How to use the Programmatic ABM Calculator
- Enter the account list size and the match rate your platform reports.
- Enter people per account, budget and CPM.
- Set the pressure you want and see the budget it needs and the accounts you can cover.
| What | How it's worked out |
|---|---|
| Matched accounts | Accounts × match rate |
| Per contact a week | Impressions ÷ (matched accounts × people) ÷ 4.33 |
| Budget for target pressure | Matched accounts × people × target × 4.33 × CPM ÷ 1,000 |
| Accounts covered | Budget ÷ (people × target × 4.33 × CPM ÷ 1,000) |
From our media team
How to use the result
- Fewer accounts, more pressure. If the budget covers a third of the list at a useful pressure, run the best-fit third, not all of it thinly.
- Match rates vary widely. IP-based matching weakens with remote work and small companies; ask for the rate on your own list.
- Judge by account engagement after four weeks, not clicks. Display rarely produces many clicks in B2B.
Read next
- Programmatic ABM coverage: is your budget enough for your account list?How to check whether an account-based display budget covers your list: match rate, people per account, impressions per contact per week, the budget a target…
- What is programmatic ABM, and how does it work?How programmatic ABM works: IP-to-account matching, email and device graphs, DSPs and ABM platforms, typical match rates and costs, and where it falls short.
- The limits of IP-based ABM targeting in a remote-work worldWhy IP-based account targeting and identification lose accuracy with remote and hybrid work, which companies are hardest to reach, and how to plan around it.
- Brand safety and suitability for B2B programmatic: inclusion lists firstWhy B2B programmatic should start from inclusion lists, how made-for-advertising sites waste budget (21% of impressions in the ANA study), how to build a B2B site…
Questions
Straight answers.
What is programmatic ABM?
Buying display, video or CTV through a programmatic platform and targeting it at a list of companies, usually through IP and identity data, rather than at broad audiences.
How many impressions per account is enough?
There's no standard. Planning at one to five impressions per contact per week is a common starting range; check it against account engagement.
Why do so few of my accounts match?
Account matching depends on IP and identity data. Remote work, small offices and shared networks lower the rate.
Is programmatic ABM better than LinkedIn?
They do different jobs. LinkedIn targets people by company and role; programmatic ABM buys cheaper reach across the open web with less precision.
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Sources: ANA: Programmatic Media Supply Chain Transparency Study, first look.
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