Inventory and fill
Fill rate
Definition
The percentage of ad requests that were answered with an ad. A 60% fill rate means four in ten requests returned nothing.
Why it matters if you sell your own ads
Unsold inventory earns zero, which is why almost every publisher running direct sales also keeps a network underneath as fallback. Direct deals fill first at your price, and the remainder falls through rather than being wasted.
Related terms
Put a floor price on your own inventory
Your advertisers sign up on your own branded portal, fund an account and bid above your floor. You keep one hundred percent, and your existing ads stay on as the fallback.
Start free trial14 days free. Your existing ads keep running. Cancel anytime.