What is an advertising rate card and how do you build one?
What an advertising rate card is, what it should include, and how to price audiences and data so your rate card sells more than placements.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readA rate card is a publisher’s list of advertising prices: formats, placements, packages and any surcharges for targeting or data.
What to include: a rate card outline
| Section | Example |
|---|---|
| Display formats | CPM per format and placement |
| Audience targeting | Surcharge per audience layer |
| Video and newsletters | CPM or price per send |
| Sponsored content | Price per article or package |
| Price per size and edition | |
| Terms | Minimum order, agency discount, cancellation |
Price the data, not just the space
An impression with an audience attached is worth more to the buyer. Many publishers set a base CPM and add a surcharge for each layer of data, such as interest, location or life stage.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
Keep the rate card alive
Review twice a year
Compare list prices with what you actually sell at.
Match supply
Price high-demand audiences higher, package slow inventory.
Show the value
Put the rate card next to results from earlier campaigns.
More ad sales with data at Stampen Media, using Samhub.
Frequently asked questions
Often not exactly. The rate card is the starting point, and discounts depend on volume and agency terms.
The rate card lists prices. The media kit is the whole sales document and usually includes it.
Many publishers share list prices openly and negotiate packages. Others share them only on request.
As a surcharge per data layer on top of the base CPM, based on what buyers pay for similar audiences.
Related terms
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Get the Media Monetization Playbook: how media houses turn first-party data into higher CPMs, data deals and direct sales. With checklists for every step.
