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Glossary of Mobile Advertising Terms

Fill Rate

What is a Fill Rate?

Fill Rate is the number of ads served divided by the number of ads requests sent or in other words, it’s a percentage based on the ads served and the total number of page impressions.

How does a fill rate work?

Here’s a simple example. If you have 80 served ads per 100 impressions, your fill rate would be 80%. So basically, you divide 80 with 100 and multiply the result by 100%. The higher the fill rate the better, and ideal fill rate would be a 100%, although that’s very difficult to achieve, you can even say impossible. A high fill rate would mean an increase in eCPM and in general earnings, so you should aim to achieve the highest possible fill rate. Depending on the ad inventory, the fill rate can change over time.

As mentioned, 100% fill rate is practically impossible, mainly because there are just some things that you can’t control. Network issues, time-outs or users leaving before the ad loads, are just some of the things that can stop you from having a 100% fill rate. On the other hand, there are some things you can do to increase your fill rate, like using multiple ad slots or optimizing response times.