Tool · 20 May 2026 · Muhammad Sultan

OTA Calculator

Spending smarter is not a slogan

The OTA (Optimised Targeted Advertising) calculator is an interactive model of budget, audience and region. Change the inputs and see what happens to uplift, savings and reach — without treating the output as gospel.

I built it because "optimised targeting" is the sort of phrase that dies in a deck unless you can poke the numbers.

Why it exists

Audience design and media maths usually live in different rooms. Planners talk segments. Traders talk cost. I wanted one place where those conversations collide — not a black-box score, just a calculator you can argue with.

I will be honest: parts of this are still rough. Maps, charts, filters — they have all been through a few rounds of "this is almost right." That is fine. The point of putting it in the lab is that people can break it in public.

How I use it

Set a budget. Shape an audience. Look at the region. See whether the targeting story still makes sense when the spend is real. If the uplift looks magical, distrust it. If the savings look boring, that might be the honest answer.