Fill rate
Fill rate refers to the percentage of ad requests that are successfully filled with ads. It is a crucial metric that reflects the effectiveness of ad inventory utilization.

What is Fill rate? 

Fill rate, or Ad Fill rate, measures the efficiency with which a publisher's ad inventory is used by comparing the number of ads served against the total number of ad requests made. This metric becomes particularly significant as it impacts revenue generation and user experience. A high Ad Fill rate indicates that a larger portion of the publisher's ad space is being monetized, while a low Fill rate suggests underutilization of inventory, potentially leading to lost revenue opportunities.

How to calculate Fill rate?

Fill rate is calculated by dividing the number of ad impressions served by the number of ad requests, then multiplying by 100 to get a percentage. The formula looks like this:

How to increase Fill Rate?

It is obvious that the higher the Fill rate, the higher the revenue. Here are some of our tips that you can refer to:

  • Optimize Ad Fill rate with multiple Ad networks: Selecting the perfect ad network should never involve restricting yourself to a single option. Exploring multiple ad networks is advisable, as this approach allows you to engage with each one, compare their insights and Fill rate offers, together with evaluating their ad campaigns.
  • Tackle ad blocking: As mentioned above, Ad blockers are the one lowering your Fill rate. There are several ways to solve this, including native advertising utilization or user-centric advertising.
  • Enhance ad placement: A diminished fill rate may indicate the presence of low-quality users and ad impressions, suggesting that the current ad placement isn't performing effectively. Publishers can improve placement to boost quality and draw in higher-quality users by experimenting with various user scenarios and adjusting the locations and timing of ad displays.

What Fill rate should you expect

Advertisers often try one way or another to maximize their Fill rates as much as possible. However, it is important to keep in mind that a 100% Fill rate is not always ideal and achievable. It is not ideal because a 100% Fill rate just simply means that every ad request made by the publisher was filled with an ad. It is also not always achievable due to many reasons, these are a few to name:

  • Technical errors: Adtech is complex with a very long process from Ad Fraud detection to post-install analytics. Although MMPs like Airbridge can accompany you from A to Z, your app still needs to be technically strong to ensure a smooth operation.
  • Ad blockers: Certain ad blockers target ad networks rather than individual ad calls, permitting ad requests to go through but blocking the ads from being displayed. Consequently, despite optimizing all aspects, you may still observe reduced fill rates due to this interference.

Therefore, although the average rate is 25-55% for most ad networks, you should try to make it above 85%. Rather than the amount of the Fill rate, now try to maximize the quality of your ad targeting or ad placement.

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