Best practices to get higher fill rates

The speed at which online marketing approach is making an impact is perplexing. Strategies that work at present may not have the similar progress tomorrow. Brands teaming up with publishers are one of the most effective marketing strategies to boost revenue these days. This way, not only brands get benefitted by posting ads on publisher website but also the publishers get profit out of it.

Many believe that driving traffic to their websites is the only way for publishers to earn revenue. But more and more advertisers get attracted to the most popular website. Nevertheless, it is very much likely to capitalize from ads by having a constant traffic flow.

There are numerous websites on internet that allow publishing advertisements and in turn gaining profit out of the same. As this is the primary source of revenue for many, they need to get more out of each ad impression efficiently. Here comes the term “fill rates”.

Before finding the ways to improve fill rates, let’s first understand what exactly the “fill rate is and why is it essential?

Every time there is an ad prospect, an ad request is created towards the ad source (any publishing website or ad network) which can either be filled or not. The percentage of ad requests that are effectively filled to the number of ad requests raised is termed as “Fill Rate”. As impressions achieve profit on basis of CPM, it may seem reasonable for any publisher to yearn for a fill-rate near to 100%, entailing that the publisher takes benefit of every profit occasion. Although, this metric correspond to only maximizing revenue side, which does not always denote the highest number of ads possible. Sometimes, lesser “fill rate” is really is more.

Fill Rates assist publishers in deciding the utilization of their inventory.

When there is a good fill rate percentage, this means that the website is yielding efficiently with greater profitable earnings. Fill rates also help in determining the site efficiency and improvements required for performance.

Some of the factors that influence Fill Rates are:

Disparity in demand and supply: This imbalance is due to the number of running ad networks, the explicit geo targeted campaigns, and the high floor CPM cost of an ad to serve.

Ad Placement:
The placement, kind and viewability of advertisements can influence the fill-rate. The best example of placements is the In-stream video ads that are more accepted than out-stream videos.

Device matters: As digital transformation is fast moving towards mobile including the web traffic, ads too need to be hand round on mobile devices than desktop.

Technical errors: Sometimes ads are prevented due to internal technical errors and breakdowns. These consist of latency concerns with the advertising server or websites leading to slow load times, less user interaction, timeouts, abstruse ad formats etc.

Owing to many probable scenarios, lots of which exclude publisher’s control, it is in actual fact impossible to arrive at a 100% fill-rate. Still, various publishers try to make the most of their fill-rates, realising that every ad impression is connected to a price tag, and thus correspond to a source of income. Whilst a high fill-rate can produce short-term revenue, this metric system has a great deal of long-term consequences. This clearly specifies that by simply concentrating on growing your fill-rate essentially push your ads to the bottom ending up isolating your audience and largely disturbing your performance and income flow.

One of the most premium mobile ad networks is the Facebook Audience Network (FAN). This let the advertising partners to push ads to the mobile app & web and any third party mobile and web applications.

As people spend significant amount of time on their mobile smartphones, mobile ad networks is the most excellent way to get to an exceptional number of people. With a huge fan following, facebook is one of the most prevailing players in today’s digital market displaying high-quality commercials in its audience network on all mobile devices. Research says, 80% of the Audience Network’s advertisements are local, that draws seven time’s larger cost-per-impression and 20% to 40% high profit per user than the banner ads. Local ads nevertheless pay more than inert banner ads. Conversely, despite of all these, the returns in this network are moderately low in contrast to AdSense or any other premium networks. One of the main issues behind this is the low fill rate in this network. Grievance of low fill rate repeatedly plagues the Audience Network.

With the boom in mobile phone technology and amazing mobile applications, it happens that a user on publisher’s website is not logged in to facebook from the same browser. This is an immense trouble as the Audience Network requires matching each user to his/her Facebook profile so that targeted ads can be delivered. Also, at times, it may happen that the person had not logged on to app in the last 30 days. Though this rarely happens, but result in low fill rate.

Whether you confess or not, no one likes to come across an ad suddenly and banners & interstitial do precisely the same. There are many users who turn off the targeted advertising settings on their mobile devices. This also put a stop to filling ad requests on the Audience Network.

Audience Network permits 25 ads per 30 minutes for an individual. There is also a defined limit to the number of ad delivery in case your app or website needs more than one advertisement for the same banner position within 15 seconds. Thus, publishers should be cautious while placing huge number of ad requests that could result in low fill rate.

Publishers have to be vigilant about including too many prospective advertisers as that might hold back the network from discovering a significant ad that could match the target and concerns the user on publisher app or website.
The Facebook Audience Network execute quite well with respect to fill rate in tier-1 nations such as the USA, Canada, UK, and Australia, where the fill rate is nearly 100%. The network achieve on form in South America as well. However, the numbers differ for the Asian countries.

Ways to increase Fill rate:

There are a few ways in which the publishers can increase their fill rate in their Audience Network.

Optimize For Fill
This situation eliminates the price floor and fills requests with advertisement with a bid value bigger than $0.00. Optimization for fill rates ensures that any demands of a person leading to maximum revenue will be filled by the Audience Network.

CPM and Fill Rate Estimates
For placements that could drive enough traffic, flit around the optimization settings to look for CPM and fill rate estimation. The numbers are on the basis of performance history and indicate the expectations towards changes to the placement settings.

Running ad networks offering 100% fill rate
One should go for ad networks providing header bidding solutions. Header bidding is the method in the course of which publishers simultaneously sell their ad inventory to both direct and programmatic advertisers. A combined auction to sell advertising spaces to the advertisers is conducted by the publisher outside of their ad servers. The advertisers place bids on the impressions.

Optimize with multiple ad networks
Always look for the ad networks that could work efficiently for your website. Collaborating with diverse ad networks allows you to have an idea about the rates offered by various networks to display their campaigns on your site. Thus, allowing you to maximize the fill rate along with the prospective earning of your site.

Geo Targeting
Look for the audience or visitors from geographies that have the sturdy demand. Search for the ad network that works best in your targeted geography and provides maximum organic traffic.

Flexi Advertising Sizes
For single slot sizes, always use flexi ad sizes on your advertising placements to attain higher fill rates. This works really well in case the exact slot size is unavailable. The biggest allocated ad size will be the one to that displays the campaign on a specific ad placement. This will boost the contest, and it will be favourable for you and the advertiser.

Sticky Units
Adding a sticky unit can help to increase the fill rates and also running Automatad’s AXT ( Active exposure time) on this unit would be a win-win situation for both the publisher and the advertiser. Click here to learn more.

Advertisements play an important responsibility in yielding profits for the publishers and generating appropriate traffic for the brands/advertisers. The techniques keep on evolving with the change in technology and marketers look forward to the new ways to enhance their sales. Publishers can also gross good returns from advertisement by evaluating the ad networks in terms of the payments as well as the relevance and worth of the ads. To preserve a high CTR it is desirable to change the arrangement of the ads often, so that there are no blind spots. This also helps in improving the UX of the website.

2 thoughts on “Best practices to get higher fill rates”

  1. Somebody necessarily assist to make critically posts I might state.
    This is the very first time I frequented your website page and to this point?
    I surprised with the research you made to create this particular post extraordinary.
    Magnificent job!

    1. Thank you Josefina! We are glad that you find this content very informative. Do sign up for newsletters we keep posting the best practices and latest adtech news every Tuesday and thursday.

Leave a Reply

Your email address will not be published. Required fields are marked *