The mistake: chasing 100% fill while viewability rots
The claim: "My fill rate dropped to 85%, the network is shortchanging me."
The asterisk: fill rate is how many slots got an ad. Viewability is how many got seen. A network that declines a garbage $0.10 bid to protect viewability is doing you a favor your fill metric punishes.
🚩 Hidden variable: programmatic buyers pay premiums for high-viewability inventory. Stuffing every slot at any price can lower your effective CPM.
The fix: track viewable RPM, not fill. If viewability sits above 70% and revenue holds, sub-100% fill is the system working, not failing.
Not saying empty slots feel good — saying judging revenue by fill rate is rigged.
The Network Myth
@NetworkMythHQ
The mistake: chasing 100% fill while viewability rots
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