The End of Fill Rate in App Monetization
Fill rate is not what it used to be!
Fill rate is dead!
At least for app publishers. No more “empty ads”! Ad inventory is now easier to sell with 100% ad fill. How? Let’s start from the beginning.
What is this thing…Fill rate?
Hardly there are app developers and app publishers that are not familiar with this term. Basically, this is one of the first things (together with eCPM) that app publishers are looking at, when choosing mobile ad networks for their in-app advertising.
Fill rate= (Ad requests that returned ads / total ad requests) * 100
Fill rate is the percent of Ad requests that app publisher allocates to an ad network that the network actually fills with ad impressions. For example, if app publishers deliver to certain ad network 100 000 ad requests, but ad networks “returns” only 75 000 ad impressions, that means that fill rate is 75%. Other 25% is lost (in term of revenue) traffic for app publishers. Even if ad network have decent eCPM, let’s say $12, real eCPM will be $9 eCPM (if you include remaining 25 000 ad requests)
Who cares?
Everyone cares! Advertisers, publishers and Ad networks. Not only mobile Ad networks experience fill rate problem. Adsense (web version of Admob) also measures fill rate, known as Coverage. But for sure, app publishers are the ones that are most sensitive about fill rate. And for good reason, fill rate affects their earnings.
Whose fault is this?
It’s no one’s fault, it’s just the way it is. There are number of factors that make fill rates fluctuating: lack of advertisers, timeouts, internet connection problems (video ads require high-speed internet in order to be downloaded). ..
But that was it! Fill rate is NOT your problem anymore!
We at AdTapsy believe that app monetization with all these ad networks, ad formats, advertising terms like fill rate, eCPM etc. is a little bit confusing for app publishers. It is difficult to keep up with all new trends in mobile advertising. We want to help app developers and publishers to focus on building beautiful apps, and not to waste time on keeping up with all new trends in mobile advertising .
That is why we have built AdTapsy.com — technology aiming to help app developers and app publishers easily maximize their mobile ad revenue. We make sure you will forget what fill rate is! We have integrated major Ad networks (Admob, Inmobi, Charboost, Revmob, Applovin, Vungle and AdColony) in single, easy to integrate SDK. All together in our SDK, those ad networks, prioritized by eCPM, will make sure you have 100% fill rate.
How?
Whenever an ad network cannot return ad impression, our technology auto-switch to next by priority ad network. THAT’S IT! Your ad inventory is always filled with ads. For more information check our website:
