Ep 3: Fill rate, the inventory nobody bought

Low fill rate isn’t always a bug. Often, nobody bid.

Fill rate is impressions divided by ad requests. The rest went unsold.

Say game.example’s sidebar sends ten thousand ad requests in an hour, and eight thousand five hundred come back with a paid ad. That’s an eighty-five percent fill rate. The other fifteen hundred are unfilled. Three usual reasons. No buyer wanted that visitor, country or ad size. Every bid fell under your floor, the minimum price you set. Or the bids arrived too late. An unfilled slot shows a house ad, your own promo, or stays empty. And one hundred percent fill isn’t the goal. A floor that turns away a few cheap bids can still lift total revenue.

Pull fill rate by country and ad size today. One weak cell points to the cause.

Next, the ad tech map, in one picture.