What is fill rate?
Fill rate, used to determine the effectiveness of online, especially mobile, advertising, measures the number of impressions an organization seeks with its advertising vs. the number of impressions delivered.
How fill rates work
An organization creates an online or mobile ad and targets a segment of 50,000 online consumers. Ideally, and to create the highest possible ROI, it wants all 50,000 of the targeted audience to see the ad. But a segment of the target might have slow connections and click away from the ad before it renders. Fill rate determines that metric.
Many organizations use ad networks to push out their mobile advertising. These networks are pushing out lots of different ads for lots of different companies, clogging connections and reducing fill rates, causing headaches for marketers.
While a large number of users might request a webpage with an ad, their behaviors might always comply with the marketers wishes. Online and mobile advertising is is consistently bumping up against audience resistance, which cuts into fill rates.
Why fill rate matters
A low fill rates is a bit like when people walk away from the television when the ads come on; organizations are getting less for their money if they're paying to get to 50,000 consumers and only get to 40,000.
Influences ad strategy
As with social media impressions, fill rates can help organizations hone their online advertising strategies. I users are clicking away from ads before they can render on their computers or mobile devices, the online ad strategy isn't working.
Proceed with caution
Organizations buy online and mobile ads by the thousands of impressions. It may be more effective for organizations to worry less about fill rates and more about getting their ads delivered to the right audience through high-quality blogs and websites.