Glossary Fill Rate
What Is Fill Rate in Native Advertising?
Fill rate in native advertising is the percentage of available ad space that is successfully filled with ads. It’s a key performance metric for publishers in programmatic and native advertising.
Examples of Fill Rate Use in Native Advertising
- Inventory Optimization: Publishers monitor fill rates to ensure they’re maximizing ad revenue.
- Campaign Management: Advertisers track fill rates to gauge ad demand and placement availability.
- Ad Performance Insights: Low fill rates may indicate issues with targeting or ad demand.
How to Calculate Fill Rate in Native Advertising
To calculate Fill Rate, use the following formula:
Fill Rate=(Number of Ads Served/Number of Ad Requests)×100
- Ads Served: The total number of ads actually delivered to users.
- Ad Requests: The total number of times an ad space was available and requested by a publisher for an ad to fill it.
Example Calculation of Fill Rate in Native Advertising
Suppose a native advertising publisher has:
- 10,000 Ad Requests in a given period.
- 8,500 Ads Served in response to these requests.
Using the formula above:
In this case, the fill rate is 85%, meaning that 85% of available ad space was filled with ads, while the remaining 15% went unfilled.
Key Points about Fill Rate
- High fill rates signify strong ad demand, maximizing revenue opportunities for publishers.
- Helps publishers assess and optimize ad space utilization.
- Low fill rates may require adjusting bid settings or improving ad relevancy.
Fill Rate Best Practices
- Use multiple ad networks or SSPs to increase fill rate across platforms.
- Optimize ad targeting and inventory management to maintain high fill rates.
- Regularly review fill rates to identify and address performance gaps.
Considerations
- High fill rates with low CPMs may reduce ad revenue; balance quality and quantity.
- Fill rate data may vary based on platform, time, and ad category.
- Low fill rates can signal low ad quality, poor targeting, or insufficient demand.
