<b>Fill rate is a price lie</b>
Fill rate (% of ad requests filled) at 99% usually means your floor is set too low. High fill ≠ high revenue.
— Floor $0.50, fill 99%, RPM $8.10 ▮▮▮▮▮▮▮▮
— Floor $1.20, fill 91%, RPM $9.40 ▮▮▮▮▮▮▮▮▮
— Floor $2.00, fill 78%, RPM $9.10 ▮▮▮▮▮▮▮▮▮
n=60 sites, 28d. Sweet spot sat near 88-92% fill: you discard cheap impressions and let backfill or the next bidder pay more. 100% fill is a flag, not a trophy.
<b>So what:</b> raise floors until fill drops to ~90% and watch RPM. Floor ▲, fill ▼ -8pts, RPM ▲ +16%
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<b>Fill rate is a price lie</b>
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