Fill Rate – The Game Changer in Mobile Advertising

There is no doubt mobile advertising is booming today. The mobile advertising industry is earning revenue in billions annually. When you think about grabbing opportunity in this growing business, one thing that comes to mind is mobile ads. For mobile app developers and publishers, mobile ads are a new stream of revenue generation. However, before starting the mobile monetization game, you must understand the real game changer of this industry – Fill Rate.

What is Fill Rate?

It is not a new term in the mobile ad world. Mobile ad networks have limited number of advertisements available, so they can provide you certain number of mobile ads every time when you send an ad request.
Fill Rate = Number of ads delivered by ad network/Number of ads requested by developer/publisher

Factors Affecting Fill Rate

Fill rate is important in the mobile advertising world as it helps to calculate the wasted ad inventory. An app publisher can achieve maximum click rates for its placed ads by reaching close to 100% fill rate. When requested ad is not displayed in an app when a user is using the app, then publishes loses the chances to make revenue. There are certain factors that affect the fill rate.

• Type of Ad Supplied:
  
  There are two types of advert format: video and banner/image. An advert in a banner format have a fill rate closer to 90% while video ads have a fill rate of 40-50%.

• Monetization Network: Different ad networks utilize different strategies to supply and distribute ads to publishers and mobile advertisers. eCPM is not the only criteria to select ad network. Do consider how many other publishers and advertisers are utilizing the same network as this may result in higher demand and lower supply of ads, resulting in lower fill rate.

• Technical Problems:
  
  Fill rates are also affected by technical problems, but they happen at any one time and not most of the times.
  
  So, how can you fetch higher fill rates for your mobile advertising and monetization game plan? Mobile advertisers and publishers can send parallel ad requests, select the best ad network, carefully monitor ad campaigns & optimize them in order to attain an excellent fill rate and higher revenue optimization.