• July 23, 2021

Fill Rate in Advertising. How to increase it?

Fill Rate in Advertising. How to increase it?

Fill Rate in Advertising. How to increase it? 800 518 DataLit

When running ads to increase the revenue of your website, understanding ad fill rate and its significance will give you a superior understanding of how ad fill rate in advertising operates and what’s the ideal fill rate you should be aiming for to generate significant revenue. A decent fill rate implies that a website is being monetized productively, which will bring about improved numbers of revenue.

How can one figure out as to what is the ideal percentage of an ad fill rate publishers should target? Well, the answer is simple: you need to target a number close to 90-98% because achieving 100% is almost impossible. How to achieve it? Let’s discuss some proven strategies that can come in handy to achieve this number.

Optimize Your Website Response Time

To run a strong advertising campaign, your website needs to send a request to the ad network with the visitor’s details for them to then serve the suitable advertising. An enhanced website speeds this cycle up and serves the right ad before the visitor has tapped on another page or left the website. There are various approaches to further develop the response time of a website from choosing a remarkable hosting plan, choosing the right subject or accelerating a website’s load time, and so on.

Place Your Ads on Ideal Positions

Ad placements impact the visibility of ads which can impact the ad fill rate. You need to make sure that the ad is displayed by 50% for 1 sec to the visitor. Also, considering the users are staying just for a couple of moments on a page, it’s a major task to keep them hooked for a longer time. Regardless of whether you figure out how to put the ad around the top, it isn’t enough. You need to ensure that you convey what the user actually needs (user demand) and place ads according to the right format in an attractive manner.

Minimize Latency

Numerous websites struggle with latency issues partially, and it is one of the essential drivers of poor ad fill rates. Latency is brought about by an excessive number of simultaneous processes and scripts running in the program simultaneously and is generally intense on mobile web applications.

All aspects of the ecosystem add to latency yet probably the greatest limiting factors are redirects from websites, components that impede the basic rendering path, and an excess of third-party content. To settle the latency problem, the best practices are to minimize any pointless modules, remove redundant scripts, and rearrange your programmatic solution.

Leverage Location-based Targeting (Geo-targeting)

Something else you could do to further develop your ad fill rate is targeting clients by their interests, but also additionally by their geographic locations. In case that you have no clue about how to do this yet, you can utilize analytics or some other tool that helps you get the geographic data of your visitors to target them all the more efficiently. You should simply find the areas that carry the most likely traffic to your website. Having targeted cities or countries will get you more traffic, consequently expanding your ad fill rate and leading to all more ad impressions.

Use Anti-Ad-Blocking Programs

Fill rate doesn’t consider adblocking software and can, in some cases, distort your actual eCPM and ad fill rate. For instance, if half of your traffic uses ad-blocking programs, your ad fill rate might be near 100% but your eCPM will be extremely low. If you’ve faced this problem previously, it’s either because of the advertising network you picked that doesn’t pay advertisers appropriately or your traffic was utilizing adblocking software. To ensure that the ads are served and seen by your traffic audience, use programs that fight against ad blockers.

Use Contextual Targeting for Segmentation

In case you’re an entertainment or news website, you’ll end up gathering a huge number of views soon. In any case, the audience couldn’t be segmented under one specific class. However, automatic advertising is developing dramatically, contextual targeting still exists and most ad networks depend on it to serve ads. This implies you may miss on promising opportunities despite the fact that you had the right user but not the right content to show to them.

Audience segmentation is the most ideal approach to help both publishers and ad teams in a similar circumstance. When you know what they like, you can give them the right content. The right content draws in the right users and ads – followed by an improved ad fill rate eventually.

Final Thoughts

If you have been struggling to amplify the ad fill rate on your websites, make sure to implement the tips we’ve mentioned in this post. However, this process can be tedious and get very complicated at times.

There are so many ad networks out there offering a wide range of various solutions, so it truly comes down to your own research as to what solution will turn out to be the best for you. Is your platform especially popular in Europe? Then, you’ll have to find out which ad networks are based in that location. Are you Android-based only? Assuming this is the case, possibly it is worth working with a network that is Android-based. Hence, do your own research first!