If you’re having a difficult time determining the percentage of ads being filled on your website You’re not the only one. A lot of website proprietors and even publishers are faced with this problem at some point. In this article, we’ll examine the root causes behind low ad-fill rates and give troubleshooting advice to help you improve your advertising fill rate.

How Fill Rate Works?

Before we begin the troubleshooting procedures, let’s look at how the ad fill rate functions. The rate of filling an ad is the proportion of ad requests that are successful in filling by advertisements. A high fill rate means that the majority of your requests are being filled While an extremely low fill rate signifies that a substantial portion of your ad requests go not being fulfilled.

We’ll now dive into the complexities of ad fill rate. Ad fill rates are affected by a variety of aspects, such as the need for advertising inventory and how good is your site’s content, as well as the targeted settings you have put in your place. When an advertisement request is received from your website it is then sent to an ad exchange or an ad exchange in order to locate an appropriate ad to show.

The ad exchange or network analyzes the available ads on the basis of factors such as relevancy, bid price and the targeting criteria. If an ad that is suitable for your needs is discovered, it will be delivered to your website and results in an effective fill. If, however, there’s no appropriate ad available and the request for ad is unfilled, resulting in an lower fill rate.

Another aspect that could affect fill rates is the ad targeting options you have put in the first place. If you refine your options for targeting it will improve the chance of locating advertisements that meet your target audience’s preferences and interests as well as their demographics.

For instance, if your website is targeted at a particular segment, like fitness enthusiasts, you could define targeting parameters that will attract advertisers who are experts in that specific area. This approach to targeting could result in better fill rates because marketers are likely place bids on ads that are targeted to the audience they want to reach.

How low do ad fill rates be?

A low fill rate for ads will vary based on the particular circumstances of your website and the field you’re in. But, as an average guideline an ad fill rate that is less than 60 percent is considered to be inadequate and may signal something that needs to be taken care of.

Understanding the importance of ad fill rates is vital for website publishers and owners who rely on revenue from advertising to fund their operations. Ad fill rate is the proportion of ads that are filled successfully by ads. It is an important measure of the efficacy of your inventory management as well as the overall performance in your marketing strategy.

When your ad’s fill rate is lower than an amount that is a predetermined threshold this could have serious effects on the potential revenue of your website. A low fill rate indicates that a large part of your inventory is not being sold or not being used, leading to the loss of opportunities to earn advertising revenue.

There are a variety of elements that result in a low fill rate. A common cause is insufficient demand from advertisers targeting your specific segment or market. If your website is targeted at a specific small market, with a low level of attention, it could be difficult to get the highest fill rates.

Another aspect that could affect the rate of filling ads is the relevance and quality the content. Advertising companies are much more inclined place bids on ads that match their intended customers in addition to their brand values. If your content isn’t appealing to advertisers or isn’t optimized to be able to attract appropriate ads, it may negative impact the fill rate.

In addition, your website’s advertisement layout and placement can impact the fill rate. Advertisements that stand out and are seamlessly integrated in the user experience tend to be more fill-in-the-air. However ads that are hidden in corners that are not visible or interfere with the user experience could be unable to draw advertisers, leading to smaller fills.

Monitoring and optimizing your ad’s fill rate is crucial for maximizing your advertising revenues. Through analyzing the data on your fill rate, you can spot patterns, trends and areas to improve. Testing different ad formats or placements and methods of targeting can increase the rate of fill and generate new revenue streams.

A lower ad fill rate must not be overlooked or ignored. It’s a clear sign that you have the potential to improve your marketing strategy and boost your revenue. If you are aware of the factors which contribute to the lower fill rate and making proactive efforts to correct these issues, you can improve the effectiveness of your advertising inventory and ensure steady growth for your website.

Low Ad Fill Rate: Main Causes

There are many factors that can cause an unsatisfactory ad fill rate. We will go over the most common reasons:

  • Poor placement of ads: If your ad units aren’t placed strategically on your website They may not be seen by the right people which can result in low fill-rates. Ad placement plays a vital part to the effectiveness of an campaign. It is crucial to take into consideration things like the location in relation to the size, position, and relevancy of the ads. Place ads in locations where people will be more inclined to interact with them, for example over the fold, or in content, will significantly increase the rate of filling. Also, making sure that they are integrated seamlessly into your overall layout of your website will increase your visibility as well as increase probability of getting clicked.
  • Ad blockers Utilization of ads blockers on your website users could significantly affect the rate of filling your ads. Ad blockers hinder advertisements from being displayed which results less fill rate. Ad blockers are more popular with Internet users who wish to improve their browsing experience by not displaying irritating advertisements. While ad blockers can be beneficial for users, they can also create problems for publishers and advertisers. To reduce the effect of blockers on your ad fill rate it is essential to look into alternatives to ad formats like advertisements that are native or sponsored and which will be less susceptible to being blocked. Also, informing your audience about the importance of advertisements in promoting free content could aid in reducing the use of blocking tools for ads.
  • A limited inventory of ads: If you have an insufficient amount of ads to display, there might not be enough ads available to satisfy all of your advertising requests which results in a lower fill rate. A diverse and adequate ad inventory is vital to ensure the highest rate of filling ads. If your website is targeted to a narrow audience or has a restricted amount of advertising partners, it may be difficult to find a broad range of ads to display. To address this issue, you should consider expanding your audience, or working with other advertisers to expand your advertising inventory. Furthermore, optimizing your advertising segmentation and targeting strategies can aid in matching the appropriate ads to the right people, increasing the likelihood of filling ads.
  • technical issues technical issues like an incorrect implementation of the ad unit or server configuration issues, could also cause a lower ad fill rate. Problems with technical aspects can have a major impact on your ad fill rates. It is crucial to ensure the ad unit you have chosen are set up properly and that all the required tracking codes are installed. Also, monitoring regularly and resolving any issues with server configuration can stop interruptions in the delivery of ads. Collaboration with your ad partner or network will provide valuable information and assistance to resolve technical issues that might affect your ad fill rate.

Is the Low Fill Rate Across All Ad Units?

The first step to determine the cause of a low fill rate is to determine if the issue is widespread across all ads within your website or restricted to a few. If you can identify the specific ads with lower fill-rates, you are able to focus your efforts to improve the performance of those units.

Concerning fill rates for ads, it is essential to know that not all ad units work similarly. Some ads may have an increased fill rate that means they are more likely to show ads, whereas others may have a lower rate of fill which results in less ads being displayed. This disparity could be due to a variety of factors including the size and position of the ads and the targeting options chosen and the type of ads displayed.

Through analyzing your website’s ads performance data, you’ll be able to discover which ads are having trouble achieving fill rates. This information is available via your ad network or an ad server that typically offers detailed reports on the number of clicks, impressions along with fill percentages for every ad unit.


After you’ve identified the ads with poor fill rate, you need to investigate the root causes for this issue. The most likely cause is an insufficient number of advertisers bidding for the ads within these units. The reason could stem from reasons such as a low demand for targeted options or a lack of competition within the niche you have chosen for your website.

Additionally, the size of an advertising unit could also impact the rate of filling. The larger ad units will are more likely to fill as they provide an increased amount of visibility and attractive advertising space. Advertisers will often spend more money for these ad spots, thereby increasing the probability of having higher fill rates.

It is important to note that the type of advertisements that are served may also impact the rate of fill. Certain formats of ads like native ads or display ads, may have more rate of fill and demand than less well-known formats such as video or interactive ads. Knowing how advertisers’ preferences work as well as your website users can help you to optimize your ads accordingly and increase fill rates.

Why are my ad’s rate of filling so poor? What is the cause behind such low fill rates?

This article will explain what you can do to find the root of an insufficient ad fill for publisher, by focusing on the factors you mentioned such as viewability and ad format, header bidding, unreliable data, Google policies, floor prices as well as ad refresh settings and SEO.

  1. Accessibility: Verify that your ads are correctly presented to the user. Inability to view your ads can be caused by problems with advertisements or ad blockers, as well as technical issues with your website.
  2. Advertisement Formats: Evaluate the types of ad formats that you’re employing. Certain formats could attract more customers and offer superior performance over other formats. Test various formats, like native ads, display ads or video ads to see how they impact your fill rate.
  3. Heap Bidding Configuration Examine your header bidding configuration. Make sure that all demand partners are connected and working. Check each partner’s performance and adjust your configuration to increase their fill-rate.
  4. Valid Traffic Examine your sources of traffic to identify any invalid or fraudulent actions. Invalid traffic, such as click fraud, bot traffic, or click fraud could significantly affect the rate at which your ads are filled. Utilize effective bot blocking tools to block suspicious traffic.
  5. Google policy Infractions: Make sure your website and ad placements are in line with Google’s guidelines. Infractions could result in a reduction in ads being served or less fill rates. Be sure to look for problems such as improper content, misleading practices, or illegal ads.
  6. Price Floors Check the pricing floors that determine the price at which you’re willing to get ad impressions. Setting prices too high will cause a decrease in demand and lower the rate of fill. Try different floor sizes to find the ideal level of balance.
  7. Adjusting the Ad Refresh Setting: Evaluate your ad refresh settings, if they are applicable. Automated ad refresh could increase the number of impressions, but could also reduce fill rates. Find the ideal equilibrium between refreshing ads and providing a great user experience.
  8. SEO: Ensure that your website is optimized for search engines. Enhancing your organic traffic can directly impact your ad-fill rate, by increasing the number of people who visit your website. Concentrate on keywords that are relevant with quality content and an effective optimization of your site’s on-page.

How do I Check Ads.txt to confirm that you have installed the right ads units?

An incomplete or damaged ads.txt file could significantly affect the fill rate of your ads. To ensure the proper installation of ads Follow these steps:

  1. Verify the existence on the ads.txt File: Make sure you have an ads.txt file on your site’s root directory. This file is vital for allowing ad sellers to sell ads.
  2. Verify ads.txt report on GAM: Access your Google Ad Manager (GAM) account and review the ads.txt reports. Make sure that the file is authenticated and crawled correctly.
  3. Replace the ads.txt file if needed: If your ads.txt file isn’t properly installed or is absent, you must reinstall it into the main directory on your website. After that, verify in GAM you have the correct file has been correctly installed.
  4. Troubleshooting In the event that your ads.txt file was correctly installed but you’re still having issues continue to troubleshooting procedures to pinpoint any possible errors or conflicts.

If you follow these steps, you’ll be able to check the correct installation of your ad units by with the ads.txt file. You can then do the appropriate actions to increase the fill rates.

What can I do to ensure the ads are showing properly?

Manually reviewing your website to ensure that your ads are displayed correctly is essential in identifying any issues with display. Go to your website on various devices and browsers to verify that the ads are appearing correctly. It is possible that you need to investigate further if you find any issues or omissions.

Tips for Improving Your Ad Fill Rate

Enhancing the rate of filling requires a strategy. One method to boost your fill rate is to optimize your ads’ positioning. By placing ads in prominent and noticeable positions on your website will attract more advertisers and increase your likelihood of finding advertisements to fulfill your ad needs. In addition, ensuring that your site’s content is of high-quality and pertinent to the audience you are targeting can help increase your fill rate. Advertisers are more likely to place bids on ads that are aligned with their intended audience, thereby increasing the odds of filling ads successfully.

Now that we’ve looked at some of the common causes for low ad fill rate, let’s talk about some strategies to improve the rate of filling your ads:

  1. Strategic placement of ads: Test various ad placements for your website to improve your visibility and increase engagement.
  2. Optimized for mobile: With the increasing amount of people accessing websites via mobile devices, make sure that your advertisements are mobile-friendly, and optimized for viewing on mobile devices.
  3. Diversify your advertising network: Working with multiple advertising networks will boost your chances of filling advertisements, especially when you are limited in advertising inventory.
  4. Think about native advertising: Native ads seamlessly blend into your site’s content giving users a better experience and improving fill rates.

Reviewing and analyzing the fill rates of your ads is essential to maximize your ad’s revenue. By reviewing regularly your fill rate data you will be able to spot patterns and trends that affect the performance of your ads. For example the sudden decrease in fill rates could signal the presence of a technical issue or increase in demand from advertisers. If you address these issues quickly, your fill rate stays at a high level and increases the revenue potential from ads.

Ad Fill Rate Optimization Techniques

Optimizing using multiple advertising networks

Be on the lookout for advertising networks that will be more effective for your website. Engaging with various advertising networks will let you know what rates they offer for advertising their campaigns on your website. This allows you to boost not only the fill rate, but also the potential profits of your website.


You should target users or visitors from countries with the highest demand. Find ad platforms that work best in areas where the bulk of your website traffic comes from.

Flexi Ad Sizes

Make use of Flexi ads sizes in your advertisements to obtain greater fill rates for smaller slot sizes. It is a great option when the slot size isn’t needed. The largest size of ad that is playable is the one that will show the campaign on the specific ad position. This increases amount of competition and will be beneficial to you as well as the advertiser.

The first step to break through Ad blocking

Many users choose to make use of ads blockers to stay away from annoying ads. Even if you’re abided by ad placement rules in the way you display advertisements on your website it is possible to be affected by ads blocking apps. Fortunately, there are solutions designed to assist advertisers in breaking through ads blockers. Alongside the suggestions that were mentioned earlier there are a variety of strategies for optimization that you can employ to increase your ad fill rate

  • Review and analyze your data frequently to spot patterns and trends that could aid in optimizing your ad fill rate.
  • Test different ad sizes and formats to find out which ones work best with regard to fill rate.
  • Explore different advertising networks to identify those which have more rate of fill for the site’s viewers.
  • Always improve the performance of your website to speed up loading times and reduce the chance of ads being delayed and leading to smaller fill-rates.

Ad Server Setup Checkups

In the end, it’s important to periodically review and evaluate your setup for serving ads to find any configuration errors or technical issues that are causing an insufficient ad fill rate. Be sure to work closely with your advertising network partners, and look into professional help.

If you implement these troubleshooting techniques and optimizing techniques that you can focus on increasing the rate of filling your ads and maximize your site’s revenue potential.

Remember that dealing with an unsatisfactory fill rate is a continuous process of evaluation, testing, and adapting. Keep an eye on the situation and improve your ad-serving strategies to get greater outcomes.

Finding the help you require

If you’ve struggled to improve the fill rate on your site, you should implement the strategies we’ve discussed in this article. This process can be lengthy and complex, so why not allow our experienced team of ads optimizers handle the work for you? Register to get an account Starter account with MonetizeMore now!

Additional FAQ

How much is filling rate?

The fill rate is the amount of ads displayed in relation to the amount of ads that are requested on an internet page. A higher fill rate generally results in better revenue from advertising for publishers. We discuss increasing fill rates in our post.

How can you increase Fill rate?

There are a variety of ways to boost the rate at which you fill your advertisements, including having multiple advertising networks, using different size ads, geo-targeting and many more. We go into more detail in our blog post.

What exactly is an ad request?

An ad request occurs when an ad server makes an order to fill an ad unit with a message which occurs when a user is loading the website. This happens for every ad unit found on the webpage. The number of ads you request can be counted even if there are no ads that were received from your advertiser.

How do you determine your fill-rate?

Fill rate = impressions/ad requests 100

Reference: Monetizemore 

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