**Relationship between Markup / Margin:**

Margin = Profit / Revenue

Margin = Markup / (1 + Markup)

Markup = Margin / (1 - Margin)

Margin of 12% on $100 means $88 Ad Spend + $12 in pocket

Markup of 12% on $100 means $100 Ad Spend + $12 in pocket

Both give the same $12 in your pocket, but with margins the advertiser spends $100 and with a Markup the advertiser spends $112

Formula for calculating cost with a Markup:

Total Cost to Advertiser = Actual Cost ( 1 + Markup)

(Inverted:)

Actual Cost = Total Cost to Advertiser / ( 1 + Markup)

Formula for calculating cost with a Margin:

Total Cost to Advertiser = Actual Cost / (1 - Margin)

(Inverted:)

Actual Cost = Total Cost to Advertiser * (1 - Margin)