Fill rate is a price lie 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 9…
The 70% viewability cliff Many demand-side bidders set a hard viewability floor. Below it, your inventory simply isn't bid on. — 50% MRC viewable: eligible CPM pool ▮▮▮ — 65%: ▮▮▮▮▮▮ — 70%: ▮▮▮▮▮▮▮▮ (…
The RPM-to-EPMV gap nobody reconciles Session RPM and EPMV (earnings per thousand visitors, session-weighted) drift apart as pages/session climbs. — 1.0 pv/session: RPM ≈ EPMV ▮▮▮▮▮ — 1.8 pv/session: …
RPM per 1,000 words beats RPM per page for ranking content investment. Page RPM rewards stuffing units onto thin pages. Normalize by content depth to see real efficiency. illustrative, same niche: — 6…
Every passback hop costs ~150ms and shaves viewability. Waterfalls leak time. A passback = when one network can't fill and hands the request to the next. Each hop adds latency before the ad renders; s…
Inside 'finance', RPM ranges 4× by sub-vertical. The label is too coarse. Session RPM by finance sub-niche, US, illustrative: — Credit cards $58 ▮▮▮▮▮▮▮▮▮▮ — Mortgages/loans $49 ▮▮▮▮▮▮▮▮ — Insurance $…