Planned media cost
The media cost that would be expected based on the pricing information you enter for each placement in DoubleClick for Advertisers.
For example, you book a placement to receive 1 million impressions, and you set the CPM to $3. The planned cost is $3000, based on the following formula:
(1,000,000 impressions ÷ 1000) × $3 = $3000
If you're reporting on only part of the life of a placement, the planned cost will be adjusted accordingly.
Keep in mind that the planned cost is not necessarily the actual cost, because DoubleClick for Advertisers might deliver more or fewer than the booked number of impressions, clicks, or activities.