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Sponsor Proofby Kora

Methodology

No black boxes.

Formulas, weights, rates and sources are public. Every result carries the methodology version and its fingerprint: same inputs, same result.

Principles

Ten principles

  1. Transparency

    Formulas, weights, rates and sources published.

  2. Reproducibility

    Same inputs and version, same result and same fingerprint.

  3. Conservatism

    When in doubt, the prudent assumption. No multiplier above 1.

  4. Observed ≠ estimated

    Every number carries its provenance level.

  5. Ranges and sensitivity

    Every euro value is a range, with the sensitivity of its parameters.

  6. Versioning

    Every change is a new version, with the delta explained.

  7. No unverified AI numbers

    AI produces labels, never amounts. They become measurements after review.

  8. Deterministic first

    Tested rules and formulas; AI only where needed.

  9. Output ≠ outcome

    Media value describes exposure, not return.

  10. No rate without a source

    Without a documented rate, no euro value.

Formula

The formula, in plain sight

Every symbol’s definition, source and range are in the full methodology, published with its changelog.

methodology 1.0.0 · value
  1. Media value of the contentMV = Impressions / 1000 × CPM
  2. Sponsor shares = 1 − (1 − s_text) × Π (1 − VS × QI)
  3. Media equivalent valueMEV = MV × s
  4. Window totalMEV_tot = Σ MEV

Provenance

Every number tells you where it comes from.

Five levels, from strongest to weakest, on every figure in the report. In the header, the share of value that rests on observed impressions. A composite value always takes the level of its weakest input.

  1. Observed

    Read at the source or confirmed by an analyst: likes, views, posts, followers via official APIs.

    1,284,902 views

  2. AI-detected

    Found by computer vision, with the share already verified by an analyst.

    VESKA logo · 94% verified

  3. Estimated

    Computed with a declared model: photo impressions, value via CPM.

    ≈ 2.1m impressions

  4. Declared

    Provided by one of the parties: contract cost, media kit data.

    Window cost

  5. Projection

    Scenario or full season: useful for deciding, never presented as a measurement.

    Full season

62%of the value rests on observed impressions

94%of detections verified by an analyst

  • Observed impressions · 62%
  • Estimated impressions · 38%

Declared uncertainty

Value is not a number. It is a range.

Every parameter carries uncertainty. We show it: low, base and high, and how much each assumption weighs on the total. Move the parameters: the simulation really runs, here in your browser.

Low · P10

€138k

Base

€168k

High · P90

€212k

€010,000 iterations · seed 20261109€371k

What moves the total most

  • Reference CPM−€42.1k / +€54.8k
  • Quality Index−€33.7k / +€42.1k
  • Estimated impressions−€29.5k / +€37.9k
  • Attributed share−€14.7k / €0

The base value is the deterministic calculation with every parameter at its base value. The range runs from the 10th to the 90th percentile of a Monte Carlo simulation with a saved seed: same inputs, same result. Sample data.

Standards

The standards we follow

AMEC Barcelona Principles 4.0
The AMEC Barcelona Principles hold that AVEs do not measure the value of communication. Media equivalent value estimates the cost of equivalent exposure: we declare it as an output, with sourced rates and a range, never added to outcomes and never called ROI.
AMEC Integrated Evaluation Framework
Every metric has its layer: input, output, outtake, outcome.
ISO 20671-1:2021
Transparency, consistency and measured objectivity.
MRC / IAB
They inspire the 2-second continuity threshold for video. There is no MRC accreditation for sponsorship metrics, so we claim none.

Public methodology

Every report carries its seal.

Formulas, weights, rates and sources are public and versioned. Every report carries the version and fingerprint of the methodology that produced it: anyone can check which rules it was calculated with. When the methodology changes, we show you the difference cause by cause.

Read the methodology

Version

1.0.0

sha256 · 9f2c7e41a0d3

Sample fingerprint

The delta, explained

Illustrative example, indexed values (previous calculation = 100).

Previous calculation: 100; Error corrections: −14; Scope changes: −9; Measurement changes: +6; Coefficients and rates: −3; Methodology 1.0.0: 80

Scope

What we do not measure. In plain words.

A number is only credible if you know what it leaves out. Every report declares its scope and actual coverage, in a box that is always visible.

What we do not measure

  • Broadcast, TV and OTT match streamsOut of scope. A possible future extension.
  • Videos without the original filesIn-video exposure not measured: only the cover counts.
  • Platforms without a sourced rateMeasured, but with no euro value.
  • Stories without a connected accountNot measured: without a connected account they cannot be read compliantly.
  • Business outcomes without connectorsOnly as a Projection, never as a measurement.
Case coverage87%

Put to the test

Let’s put your sponsorship to the test.

Pick a sponsorship, a window and the channels: we’ll show you how we measure it and what we can prove, with the evidence.

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