Fill & Inventory · Sell-Side calculator
Viewable Fill Rate
Viewable fill rate is the share of ad requests that became a paid and viewable impression.
Formula
Viewable fill rate = (Viewable 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 Viewable fill rate.
What is Viewable fill rate?
Viewable fill rate is the share of ad requests that became a paid and viewable impression. With buyers increasingly paying on viewability, it is the fill number that predicts what you can actually sell.
Worked example
If viewable filled impressions is 520,000 and ad requests is 1,000,000, then Viewable fill rate = 52.00%.
Viewable fill rate = (Viewable filled impressions ÷ Ad requests) × 100
Formula variable breakdown
- viewableViewable filled impressions
- Enter viewable 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.
- vfillViewable fill rate(output)
- Enter viewable fill rate directly, or leave it blank and let the solver calculate it from the other 2 fields.
Tactical application guide
Viewable fill rate links viewable 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 viewable filled impressions you have and the Viewable fill rate you are targeting, and the solver tells you the ad requests you must secure. Or lock ad requests and Viewable fill rate from a benchmark to see the viewable filled impressions that plan implies before you commit.