Fill & Inventory · Sell-Side calculator
Fill Rate
Fill rate is the share of ad requests that returned a paid ad.
Formula
Fill rate = (Filled impressions ÷ Ad requests) × 100
Fill in any 2 fields. The one you edited longest ago is solved for you.
Waiting for 2 values to solve Fill rate.
What is Fill rate?
Fill rate is the share of ad requests that returned a paid ad. Unfilled requests are revenue left on the table, but chasing 100% fill with cheap demand can drag down eCPM.
Worked example
If filled impressions is 820,000 and ad requests is 1,000,000, then Fill rate = 82.00%.
Fill rate = (Filled impressions ÷ Ad requests) × 100
Formula variable breakdown
- filledFilled impressions
- Enter filled impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
- requestsAd requests
- Enter ad requests directly, or leave it blank and let the solver calculate it from the other 2 fields.
- fillFill rate(output)
- Enter fill rate directly, or leave it blank and let the solver calculate it from the other 2 fields.
Tactical application guide
Fill rate links filled impressions and ad requests in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the filled impressions you have and the Fill rate you are targeting, and the solver tells you the ad requests you must secure. Or lock ad requests and Fill rate from a benchmark to see the filled impressions that plan implies before you commit.