When we have a lot of advertising campaigns we would say we have “high fill rates”.
When we have a low amount of advertising campaigns we would say we have “low fill rates”.
For example: The video fill rate in the UK is high (this would mean there are lots of video ad campaigns available in the UK).
When video fill rates are low, there are less campaigns which means, although you might have a lot of traffic trying to request ads, there won’t be many video ads physically available for them to watch. When we can’t show a video we try to at least show a non-video so you earn “something” rather than “nothing”.
Fill rates go up and down throughout the year, and are dictated by many factors included – country, advertiser spend, month in the year etc. It’s important to note, even if CPM rates are high, but the fill rates in your players geos are low, then your earnings will be limited. The best case scenario would be a high CPM rate alongside a high fill rate.