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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

Inventory and fill Passback Read › Inventory and fill Remnant inventory Read › Inventory and fill Ad request Read ›

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.

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14 days free. Your existing ads keep running. Cancel anytime.