1 year ago

What is fill rate?
Fill rate is the percentage of ads served based on the total number of video impressions.
For example, if you receive 1,000 impressions where an ad-unit has been placed, and a total of 900 adverts were served per 1,000 impressions, your fill rate would be 90%.

It’s pretty much impossible to maintain a 100% fill rate, even if we do everything right and the video is the greatest video in the world.

Things that affect fill rate:

Ad blocking – Fill rate doesn’t take into account ad blocking software and can sometimes misrepresent your actual eCPM and fill rate. For example, if 50% of your traffic use ad blocking software, your fill rate may be close to 100% but your eCPM will be very low.
Device type – On average, publishers are more likely to serve adverts to users on a mobile device than desktop (and pay more too). Website visitors who use a Blackberry or Windows smartphone may be served fewer ads than traffic using iOS or Android platform, quite simply because they are less popular devices
Location of traffic – Ads are placed with specific targeting options to ensure they are shown to relevant prospects. For example, you may receive a website visitor from Zimbabwe, but if no publishers are targeting prospects from Zimbabwe, there is little chance that an ad will be served.

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