Media, luxury and education
Fill rate (advertising)
The share of available ad slots that are actually sold and shown.
Last reviewedWhat does Fill rate (advertising) mean?
In advertising, fill rate is the number of ads served divided by the number of ad requests (the slots available to fill). Example: an app sends 10 million ad requests and fills 7 million, a fill rate of 70 percent. Ad revenue = filled impressions / 1,000 x CPM, so fill rate and CPM together decide income from the same audience. Filling empty slots with cheap backup ads raises fill rate but can pull down the average CPM. In supply chains, fill rate means something else, the share of ordered units delivered: see service level.
Where does it come up in case interview prep?
Related terms
- CPM (cost per thousand impressions)The price an advertiser pays for 1,000 views of an ad.
- SVOD and AVODStreaming paid for by subscription (SVOD) versus paid for by advertising (AVOD).
- Service level (fill rate and OTIF)How reliably a supplier delivers what was ordered, measured by fill rate and on time in full.
- Content amortizationSpreading the cost of films and shows as an expense over the years they are expected to earn.
- ARPPU (average revenue per paying user)Revenue divided by only the users who pay, not all users.
- Payer conversionThe share of users who pay for something in a period.
- DAU/MAU ratioDaily active users divided by monthly active users: how often people come back.
- Directly operated store (DOS)A store the brand owns and runs itself, rather than selling through another retailer.