Add a LowRoller to the plan.
Low-CPM display and video advertising for media plans
Low-CPM display and video that keeps building reach and frequency after the premium line items have done their bit. Bought programmatically, filtered hard, traded by people who do this every day.
A word your planners can use
We built this as a product, not a pitch, so it fits in a sentence someone says in a planning meeting. It has one job, one price logic and one output: more impressions against the same money.
low·roll·er
| ˈləʊ ˌrəʊlə | noun
- 1A line on the media plan that buys the bottom of the price curve — the inventory the rest of the plan bids past — and turns it into reach and frequency.
- 2The campaign you add when the plan needs more weight than the budget technically allows.
- 3Not remnant, not arbitrage, not a black box. Low price, chosen deliberately, with the quality rules left switched on.
“Reach is short and there’s no budget left — let’s add a LowRoller to the plan.”
What it does to the bottom row
A LowRoller doesn’t replace anything on the plan. It goes underneath it, absorbs the budget nobody has a home for, and pulls the blended CPM down while the impression count goes up.
| Line | Budget $ | CPM $ | Impressions |
|---|---|---|---|
| Display, curated PMP | 18,000 | 6.00 | 3.0M |
| Online video, in-stream | 17,000 | 12.00 | 1.4M |
| Paid social | 15,000 | 8.60 | 1.7M |
| Plan as briefed | 50,000 | 8.12 | 6.2M |
| + LowRoller, display & video | 10,000 | 1.10 | 9.1M |
| Plan with a LowRoller | 60,000 | 3.93 | 15.3M |
Twenty per cent more budget, two and a half times the impressions, and a blended CPM less than half what the plan started at.
Or price it on clicks
CPM is the default because impressions are what a LowRoller is for. But some plans need a click number, and some clients only sign off on one. In that case we quote a fixed CPC instead: you agree a price per click and a volume, and we carry the risk of buying the media that delivers it.
Same inventory, same exclusions, same site-level reporting. The only thing that changes is which number you are buying. Tell us which one your plan is built around and we’ll quote it that way.
Against the market
We aim to land 50–80% under the going rate for the same format. Where we come out inside that range depends on how tight the targeting and the exclusions are.
| Format | Market CPM, 2026 | Typical LowRoller |
|---|---|---|
| Standard display, open auction | $2.90 – $4.00 | $0.60 – $1.50 |
| Outstream video | $3 – $6 | $1.00 – $2.20 |
| In-stream video, broad reach | $5 – $10 | $1.60 – $3.20 |
Market figures are 2026 open-market averages. Marketplace reporting from DataBeat and MediaMint, covering around 35 billion monthly impressions, puts average web inventory at $1.42 CPM net to the publisher and DSP-side bids between $2.93 and $3.98 — so an open-auction display impression costs a buyer roughly three dollars before anyone adds a fee — the full breakdown is on our 2026 CPM benchmarks page. Ours are typical delivered ranges, not a quote. The plan above is an illustration, and we price your actual brief before anything is booked.
Cheap is easy. Cheap and clean is the work.
Anyone can drop a bid floor and watch the CPM fall. What comes back is usually junk. The reason a LowRoller is safe to put on a client plan is that the quality rules stay on while the price comes down — which costs us margin and buys you a campaign you can defend in a review.
What we won’t buy
- Made-for-advertising sites and arbitrage traffic, kept out with lists we maintain ourselves rather than one vendor toggle
- Auto-refreshing slots, stacked and hidden placements, anything that counts an impression nobody saw
- Cloned and spoofed domains, checked against sellers.json and ads.txt on the way in
- Invalid traffic, filtered pre-bid and reviewed again after the fact
- App inventory that reports nothing back at bundle level
What stays switched on
- Viewability floors set per format, measured rather than assumed
- Brand suitability tiers set per client, not one global setting for everyone
- Supply path kept short: the closest route to the publisher, not the cheapest hop
- Site- and app-level reporting, in full, every campaign
- Third-party verification welcome — bring IAS, DoubleVerify or your own tags
When buyers reach for one
The flight is behind on reach
Two weeks left, the premium buy is delivering but the reach curve has flattened. A LowRoller adds unduplicated impressions fast, without touching the booked lines.
Frequency needs to go up, budget doesn't
Same audience, more exposures. Cheap impressions are the only way to lift average frequency without renegotiating the plan.
Always-on between bursts
Keep a low, continuous presence in the weeks when nothing else is live, so the brand doesn't disappear between campaigns.
Thin markets
Secondary markets where premium supply is small or expensive, and the plan still has a reach target attached to it.
Budget with a deadline
Money that has to be spent inside the quarter and would otherwise go back. It gets spent on something measurable and reportable.
Small clients with big reach targets
A five-figure budget that has to look like a campaign. This is where the maths actually works in their favour.
From brief to live in a couple of days
- 1
You send the brief
Markets, budget, flight dates, formats, and any quality or suitability rules the client insists on. A line in an email is enough to start.
- 2
We come back with a price range
A CPM range and an impression forecast for your budget, plus what we'd exclude to get there. Same working day, most of the time.
- 3
Creative goes in, campaign goes live
Standard display sizes and video assets, trafficked and checked. Typically live within 48 hours of approval.
- 4
It gets traded, not left running
Bid landscapes move weekly. Placements, floors and supply paths get worked through the flight so the price stays low and the delivery stays clean.
- 5
Reporting lands in your format
Impressions, reach, frequency, viewability and full site-level delivery — in a shape you can paste into the client report without rewriting it.
- Formats
- Standard IAB display and HTML5, in-stream and outstream video, native
- Markets
- Europe, UK and North America as standard; other markets on request
- Targeting
- Geo, contextual, your own segments, retargeting pools, allow-lists
- Buying
- Open auction and private deals across the major exchanges
- Pricing
- CPM as standard, or a fixed CPC when the plan needs a click number
- Reporting
- Site and app level, daily if you want it, third-party tags accepted
- Working with agencies
- White-label as standard — we sit behind you, not next to you
Straight answers
Is this remnant inventory?
No. Remnant is what a publisher couldn't sell. A LowRoller is a bidding position: we decide in advance which part of the price distribution to buy in, and then hold that position while filtering everything that shouldn't be in it. The inventory is the same open-market supply everyone else bids on — we're just choosing the cheaper end of it on purpose.
What CPM should we expect?
On broad open-auction display in tier-one markets we usually land under $1.50, against a market average of around $3 buy-side. Video costs more — think $1.60 to $3.20 in-stream. Tighten the audience or the suitability rules and the floor rises, sometimes sharply. We give you a range for your specific brief before you commit to anything, and we'll tell you if your targets make a LowRoller the wrong tool.
Can we buy it on CPC instead?
Yes. We quote a fixed cost per click and a volume, and we take on the job of buying media that delivers it — which means the bid strategy, the creative sizes and the placement mix all get worked differently than they would on a pure impression buy. The quality rules and the reporting are identical either way. If you're not sure which model fits, tell us what the client signs off on and we'll tell you which one will read better.
Whose seat does it run on?
Ours. We buy through the major DSPs on our own seats, which is what makes the pricing possible. You get full site-level delivery reporting and you're welcome to verify with your own third-party tags.
Can we resell it to our clients?
That's the point. Most of our work sits behind an agency. You can put it on the plan under your own name, at your own rate, and we stay out of the client relationship unless you want us in the room. There's more on how that works on our page for agencies.
What's the minimum?
There isn't a hard one. In practice a campaign starts at around $2,500 and goes up from there — below that the numbers get too small to optimise against or to report on properly. Tell us the budget you have and we'll say straight away whether it will produce something worth putting in front of a client.
How does this sit next to our existing programmatic?
As a complement, not a replacement. Your performance and premium buys keep doing their job; a LowRoller carries the reach and frequency load underneath them, at a price those buys can't reach.
Do you need creative from us?
Standard display sizes and your video assets. If you only have a few sizes, we'll tell you which ones are missing volume and can adapt existing creative.
Send a brief, get a number
Tell us the budget, the markets and the dates. You get back a CPM range, an impression forecast and what we’d exclude to hit it — before any commitment, and without a deck.
Or just write to sales@lowroller.ai.