Why Real-Time Bidding Programmatic Is Driving 90% Higher Fill Rates Here’s How

If your fill rate still feels unpredictable, the problem isn’t demand, it’s how your stack handles real-time bidding. We’re seeing a massive shift: publishers who’ve moved fully into real time bidding programmatic setups are pulling 60–90% higher fill rates than those still relying on hybrid or legacy methods.

But it’s not just about turning on header bidding. It’s about doing it right and knowing where most setups fall short. Let’s break down what’s holding revenue back and what top-performing teams are doing differently.

What’s Really Driving the Fill Rate Gap?

The problem isn’t lack of demand. Most programmatic marketplaces are flush with buyers. The issue is timing, structure, and signal quality.

Here’s what that looks like in practice:

A bidder sees your impression… too late.
Your ad server prioritizes a direct deal… but doesn’t backfill fast enough when it fails.
Your bid request lacks basic metadata, so DSPs skip it.
Your setup prefers speed over price and you win the wrong bids.

The result? Lower fill rate, lower overall revenue, and wasted inventory.

1. Your Timeout Settings Are Still Built for Display

The problem:
Most publishers still use the same 1,200–1,500ms timeouts across web and mobile. That’s tight and way too short for connected devices or slower networks.

Example:
We’ve seen Fire TV apps running with 1.2s Prebid timeouts. DSPs respond at 1.6s. Result? No fill, despite available bids.

Fix it:

For video and CTV, push your timeout to 2,500ms–3,500ms
In Prebid, use: pbjs.setConfig({ timeout: 3000 });
In Google Ad Manager, increase your line item timeout under video ad rules
Use Charles Proxy or Chrome DevTools to inspect response delays

This alone can improve fill rate by 20–30% without touching demand partners.

2. Your Line Items Don’t Match Bid Density

The problem:
If your line item setup doesn’t match the bid range you’re actually receiving, you’re either throttling your own fill or undervaluing good bids.

Example:
We audited a setup where 70% of bids were between $1.50 and $2.20 but the publisher only had floor tiers at $1.00, $2.50, and $3.00.That created a dead zone where bids got ignored.

Fix it:

In Google Ad Manager, create more granular price priority buckets (e.g., $0.25 steps)
Use real bid data (from Prebid or OpenRTB logs) to shape tiers
Revisit line item frequency caps some are over-restrictive

Proper alignment improves win rate and stabilizes your real time bidding programmatic value flow.

3. You’re Not Segmenting Inventory by Format or Geo

The problem:
Buyers don’t treat all your inventory the same. But if your ad stack does, they can’t bid accordingly.

Example:
A mobile publisher bundling banner and interstitial units under one placement saw buyers undervaluing everything. After breaking them apart, fill on interstitials jumped by 40%.

Fix it:

In GAM, assign separate placements for each format
Pass adunit_type and geo as custom key-values
Segment Prebid requests using adUnitCode and bidder aliases

Segmented inventory = more relevant bids = higher fill rate across formats.

4. You’re Still Prioritizing Speed Over Value

The problem:
Most stacks are set to serve the fastest bid, not the best one. This made sense years ago but not now.

Example:
A publisher using firstResponseWins logic in their wrapper missed higher bids by 200–300ms. When they switched to allBids with 2.5s timeout, revenue rose 22%.

Fix it:

In Prebid, enable enableSendAllBids: true
Increase your bid timeout slightly (within reason)
Let GAM do the auction not just the header bidder

Real time bidding programmatic works best when you give it time to function. Don’t rush your auction.

5. Your Ad Requests Are Missing Required Fields

The problem:
DSPs automatically skip requests missing critical info even if everything else looks good.

Example:
A connected app wasn’t passing ifa (Identifier for Advertisers). As a result, 3 of its top DSPs refused to bid.

Fix it:
Make sure each request includes:

ifa or device_id
app.bundle or site domain
geo, device.make, and connection_type
Use Postman or cURL to verify payloads
Get a bid spec checklist from each major DSP you work with

No signal = no bid = no fill. This is a fast fix that unlocks fill rate without adding new partners.

6. Your GAM Priorities Are Fighting Your Header Bidding

The problem:
Google Ad Manager is still running on priority logic and sometimes it works against your open market competition.

Example:
We’ve seen PMP deals win impressions with $1.80 CPMs while open bids at $2.30 get passed over. GAM gave preference due to priority, not price.

Fix it:

Enable unified pricing rules to level the playing field. This ensures that all eligible line items including open auction bids are treated fairly based on price, not just deal priority.
Refer to Google’s Unified Pricing Rules guide for implementation steps.
Set open auction floors properly so they compete fairly
Use GAM’s multi-slot logging to trace decision flow

When managed well, Google Ad Manager can amplify the benefits of real time bidding programmatic not block them.

7. You’re Not Monitoring Bid Loss or No-Bid Reasons

The problem:
Most ops teams focus on fill % and eCPM but don’t check why bids are failing.

Example:
One publisher discovered that 12% of bid losses were due to invalid ad sizes. They’d been using a 320×480 placeholder for all mobile placements.

Fix it:

Monitor Prebid’s analyticsAdapter (e.g., Google Analytics, Loggly, etc.)
Enable GAM’s “No Bid Reason” reporting
Run regular diagnostics on request payloads

Getting real-time visibility into why bids fail helps close the fill gaps faster than just adding new demand.

What to Do Next

Here’s what high-performing monetization teams are already adjusting:

Increase video timeouts to 2.5–3.5s
Align GAM line items with real bid density
Segment placements by format, device, and geo
Use enableSendAllBids to improve auction logic
Pass all critical metadata in bid requests
Fix internal conflicts between GAM and open auction logic
Actively monitor no-bid reasons and technical drops

None of these require new partners. Just better use of what you’ve already got.

Still Seeing Fill Gaps? It’s Probably Not a Demand Issue

Most publishers have more than enough demand available. What holds back fill is usually deeper in the stack timeouts, auction logic, misaligned line items, or missing metadata.

These aren’t major errors. But left unchecked, they quietly block bids, lower match rates, and limit revenue. If your setup checks all the usual boxes but results still fall short, it may be worth taking a closer look. Sometimes, small technical gaps make all the difference.

Looking to validate what’s working or spot what’s being missed? Connect with us at support@magicbid.ai

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech

June 9, 2025June 9, 2025Kashish

6 CTV Monetization Mistakes That Are Holding Back Your Revenue

The small issues you’re ignoring could cost you serious revenue this year.

If you’re already monetizing Connected TV (CTV) at scale, here’s the hard truth: the landscape is shifting fast and most publishers aren’t keeping up. What worked even a year ago from timeout settings to platform targeting might already be limiting your CTV monetization potential.

This post breaks down the most common setup issues holding back revenue and what high-performing teams are doing differently.

Here’s a tactical breakdown of the biggest performance killers we’re seeing right now across CTV stacks and what advanced publishers should fix next

Why Most CTV Advice Falls Short

The average CTV “how-to” still focuses on macro trends: growing viewership, cord-cutting stats, or vague promises of high CPMs. That’s not useful if you’re already running inventory through Google Ad Manager, using Prebid, or managing line items across multiple platforms.

The questions that actually matter look more like this:

Why is Roku performing 20% better than Fire TV on the same demand stack?
Why do your mid-roll ads only fire on 60% of eligible streams?
Why is your GAM report showing high CPMs but stagnant overall revenue?

These are the questions we’ll answer here and they all point back to weak spots in your CTV monetization strategy.

1. Short Timeout Settings Are Hurting Your Fill Rate

What’s happening:
CTV isn’t mobile. Many publishers still apply short ad timeouts (1–2s) across their CTV inventory — too short for many DSPs to respond, especially on slower devices.

Example:
An Android TV app using a VAST tag in GAM with a 2s timeout. Bidders respond in 2.5s. Result? No fill, no revenue.

Fix it:

In Google Ad Manager, set VAST timeout = 3.5–4s
In Prebid Video config, set timeout: 4000ms
Use Chrome DevTools or Charles Proxy to measure partner response times

For a full list of supported tag settings and parameters, see Google’s VAST ad tag guide.

This simple change can improve fill rate without adding any new demand sources and significantly help your CTV monetization performance.

2. Tracking All Platforms as One? You're Missing Device-Level Problems

What’s happening:
Roku, Fire TV, and Android TV all behave differently. But many publishers still track them under one line item or placement.

That gives you blended data, which hides problems.

Example:
Your Roku fill rate is 85%, but Fire TV is dragging it down to 64%. Your GAM average looks fine but you’re under-serving Fire TV and missing demand.

Fix it:

Break out your ad units in Google Ad Manager by platform
Use custom key-values like platform=roku, platform=firetv via your SDK
Segment your reports by device and platform not just by content or channel

This gives you more control over platform-level optimization a crucial factor in accurate CTV monetization reporting.

3. Mid-Rolls Keep Getting Skipped? Here’s What’s Really Happening

What’s happening:
Your player logs say mid-rolls are scheduled. But in practice, half of them don’t fire. This isn’t always a demand issue it’s a playback issue.

Example:
Mid-roll set at 5:00. User buffers at 4:55, resumes at 5:02. Mid-roll cue missed. No ad served.

Fix it:

Switch to dynamic cueing based on actual playhead time, not static markers
Use players like Bitmovin or THEOplayer with reliable ad event tracking
Monitor ad cue firing through player logs or Logcat on Android TV

Even with available demand, missed mid-rolls = lost revenue.

4. Your Header Bidding Stack Isn’t Built for CTV

What’s happening:
Prebid.js works great for web. But many CTV wrappers don’t support video ad types properly or fail to fire on native CTV environments.

Fix it:

Use Prebid Server or an updated Prebid.js build with CTV support
Ensure config includes: mediaTypes.video.context = “instream”
Run Charles Proxy to check that all bidders are receiving valid CTV video bid requests
Check OpenRTB fields: placement=2, minduration, maxduration, and skip

If your bidding logic isn’t firing correctly, you’re just filling with the fastest not the highest and that directly impacts CTV monetization.

5. Why You’re Seeing Unfilled Impressions Despite Available Demand

What’s happening:
Google Ad Manager doesn’t always prioritize fill. It optimizes for yield. Sometimes it will skip filling an impression entirely if expected CPMs don’t meet a threshold even if there was demand.

Fix it:

Create house fallback line items with guaranteed delivery to backfill missed impressions
Monitor your Unfilled Impressions report and sort by Line Item Priority
Avoid setting aggressive floor prices unless you have the bid data to justify them

Unfilled impressions aren’t always due to lack of demand they’re often a configuration issue affecting your CTV monetization bottom line.

6. Missing Fields in Your Bid Request? That’s Blocking Demand

What’s happening:
Some DSPs won’t even enter an auction unless specific fields are included in your bid request and many SDKs don’t send these by default.

Example:
A major DSP requires ifa, app.bundle, and device.make. You’re missing one? They ignore the request.

Fix it:
Make sure your ad request includes:

ifa (Identifier for Advertisers)
app.bundle or app store ID
device.make and device.model
content.genre, channel, or category if available
Use Postman or cURL to inspect the full bid payload
Ask your demand partners for a current CTV bid spec checklist

These silent drops in bid participation are invisible but can chip away at your CTV monetization over time.

What to Fix

If you’re operating at scale and want to future-proof your CTV monetization, here’s where to focus:

Increase ad timeouts to prevent valid bids from being missed
Split inventory by platform to spot device-specific issues
Audit mid-roll execution and switch to dynamic cueing
Use a Prebid stack that supports CTV properly
Check GAM reports for unfilled inventory trends
Confirm your bid requests pass all required metadata

These fixes don’t require new partners or major integrations just better use of the systems you already have.

Need Help Troubleshooting Your CTV Setup?

If any of this sounds familiar missed mid-rolls, platform gaps, unpredictable fill you’re not alone. We can walk through your setup, line items, and delivery behavior and point out what’s working and what’s holding you back. No forms. No pitches. Just expert eyes on your stack.

Get in touch for a detailed review of your CTV monetization strategy and Google Ad Manager configuration.

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech

June 5, 2025June 5, 2025Kashish

Top 10 Reasons Your Mobile App CPMs Are Crashing This Year And How to Fix Them

If your CPMs are dropping and your traffic hasn’t changed, the issue isn’t user volume it’s how your app is being valued by buyers. And chances are, you’re dealing with more than just one problem.

The mobile app monetization market in 2025 is volatile. But if your revenue is dipping while your impressions are steady (or even growing), it’s not the economy it’s your monetization setup.

Let’s break down the real reasons your low CPM issue persists and more importantly, what you can do about them.

Why Most Advice on “Low CPMs” Doesn’t Help

You’ve seen the usual tips: “Improve user experience,” “Get more traffic,” “Use better ad formats.”

But these are vague. You’re not new to this.
You’re already working with demand partners, have a decent SDK setup, and probably check your mediation reports daily.

So why are CPMs still tanking?

You’ve likely come across surface level tips some helpful, but not always enough. In this blog, we’ll focus on the less obvious, behind-the-scenes issues that directly affect mobile app monetization. Here’s what to really look at:

1. Your Ad Timeouts Are Too Short (Or Too Long)

If your ad timeout is set too short (e.g., <500ms), demand partners don’t have time to bid especially on low-latency mobile networks.
If it’s too long (e.g., 3000ms+), the user experience suffers, causing drop-offs and low CPM due to poor viewability.

Fix it: Test timeout thresholds between 1000–1500ms in your SDK or mediation layer.

Check this in:

Ad server settings
Prebid configuration
Mediation SDK timeouts

2. You’re Still Serving Too Many Static Banners

If your inventory is dominated by 320×50 static banners, buyers will deprioritize your app. Rich media, video, and native formats now drive higher engagement and better CPMs.

Example: Some apps see less than $0.50 on static banners compared to $3–$5 on video formats.

Fix it: Rotate in rewarded video, interstitials, or native units. Even one new format per session can lift average CPMs.

Review:

Line item creative types
SDK placement types
Mediation setup

3. Your Floor Prices Are Misaligned With Demand

Too-high floor prices can cause buyers to skip your inventory. Too low, and you’re underpaid. Worse, global floor settings (not broken down by geo or format) often result in low CPMs.

Fix it: Use dynamic floor pricing by country and format. Adjust based on win rates and bid density.

Where to look:

Unified pricing rules in your ad server
Mediation platform pricing settings

4. Your SDK Stack Has Too Much Latency

Running too many monetization SDKs increases device strain and slows bid responses which lowers win rates and CPMs.

Example: One app cut auction load time by over 2 seconds after trimming unused SDKs CPMs jumped nearly 30%.

Fix it: Audit your SDKs. Remove those underperforming or overlapping in functionality. Favor lightweight setups or server-to-server integrations.

Tools:

Remote debugging tools
Performance profilers
Mediation diagnostics

5. You’re Losing Bids to IVT Filters or Viewability Failures

CPMs won’t improve if your impressions aren’t valid or viewable. If ads aren’t in view for at least 1 second, or traffic is flagged as suspicious, advertisers won’t bid aggressively.

Fix it: Check for IVT issues, improve ad placement, and make sure ads load only after content is visible. Avoid stacking or hiding placements.

Want to know what counts as a viewable impression?
Google’s viewability standards explain what buyers look for and how to meet those benchmarks.

Check:

Ad speed and viewability reports
Policy center or rejection logs
Third-party viewability integrations

6. You Haven’t Segmented High-Performing Inventory

If all your impressions are bundled under one placement ID, buyers can’t identify high-value traffic. That reduces competition and CPMs.

Fix it: Segment placements by screen, user intent, or session stage. Break out top-performing sections (e.g., post-login, result screens, high-engagement zones).

Use:

Key-value targeting
Custom placement IDs
Mediation tag segmentation

7. Ad Density and Timing Are Off

Too many ads, too early, or back-to-back formats? That hurts engagement and advertisers notice.

Fix it: Use frequency caps based on sessions. Space out high-impact formats like interstitials or video, and avoid stacking ads in short timeframes.

Tools:

Session tracking
Frequency capping rules
Behavior-based ad triggers

8. Your eCPM Targets Are Too Static

In a dynamic auction market, fixed waterfall setups age quickly. If your monetization isn’t adjusting to changing CPMs by time, device, or region, you’ll be stuck with underperforming rates.

Fix it: Use hybrid bidding (waterfall + header bidding), or migrate to in-app bidding if your tech supports it.

Explore:

Mediation platform bidding options
Open bidding or prebid integrations
CPM performance logs by demand source

9. You’re Not Running Price Priority or Line Item Tests

If you aren’t testing different price tiers, you’re guessing. That’s a fast way to lose revenue.

Fix it: Create line items at key CPM thresholds ($0.50, $1.00, $2.00, etc.). Use them to isolate which demand levels drive the best fill + revenue balance.

Test via:

Line item priorities
Waterfall experiments
Creative A/B rotation

10. Your Geo Breakdown Is Too Broad

Applying one monetization strategy across all regions leads to inefficiencies.
CPMs vary wildly between Tier 1 and Tier 3 geos so should your floor prices and ad formats.

Fix it: Segment traffic by country. Set different ad units or floors based on region-specific demand patterns.

Check:

Geo-level reports
Country-based price rules
Region-specific demand setup

What To Do Next

Audit your timeouts, SDK latency, and viewability
Replace low-value banners with video/native
Segment your top-performing placements
Review floor pricing and geo strategy
Test CPM tiers and track results by campaign

Still Seeing Low CPMs Despite Everything?

If your mobile app CPMs are still low and none of the usual fixes are helping, we can help spot what others miss. We work with mobile publishers daily from mediation setup to auction troubleshooting to fill rate optimization.

Reach out for a free monetization review no sales pitch, just clear advice.

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech

June 2, 2025June 3, 2025Kashish

Breaking Down Google’s Most Significant Bidding Update in a Decade

Google just announced Smart Bidding Exploration a major new tool that marks the biggest change to its ad bidding system in over 10 years.

While it’s designed for advertisers, this update has serious implications for publishers too especially those relying on AdX, Open Bidding, or programmatic revenue. Why? Because it fundamentally shifts how demand reaches your inventory.

Here’s what’s changing and how to stay ahead of it.

What is Smart Bidding Exploration?

Smart Bidding Exploration is a new AI-powered experimentation tool that helps advertisers test bidding strategies like:

Maximize Conversions
Target CPA
Target ROAS

The goal: Let Google Ads automatically test and optimize different bidding models to improve campaign performance across channels.

At the same time, Enhanced CPC (eCPC) a semi-automated strategy still used by many advertisers is being fully deprecated by early 2025.

So advertisers are being nudged hard toward full Smart Bidding adoption. Which means less manual control… and more machine learning in charge of where spend flows.

Why This Matters for Publishers

This might sound like an advertiser-side update but it’s not just about how they bid. It’s about how demand is routed across the web.

Here’s how Smart Bidding Exploration affects you:

1. More Spend Will Shift to Performance Max

Performance Max blends ad placements across YouTube, Search, Display, and more — all driven by AI. That means:

You might see more blended demand entering AdX.
Contextual matching may matter less performance and conversion signals will take priority.

2. Manual Bidding Is Fading Fast

Advertisers won’t set specific bids for placements, devices, or keywords anymore. The value of a particular page or format will be decided by algorithms not manual targeting.

3. You May See More Volatility in CPMs

As Google tests different strategies in real time, CPMs could fluctuate, especially for new placements or under-tested formats. Some may rise sharply; others could drop without warning.

What You Should Do (Starting Now)

You can’t control the algorithm but you can adapt to it. Here’s how:

Track CPMs by Campaign Type

Use demand analytics to monitor performance from Performance Max vs traditional campaigns. These newer campaigns may behave differently in terms of fill rate, CPM, and viewability.

Watch High-Performing Placements Closely

Smart Bidding might deprioritize some of your best spots if they don’t align with its conversion goals. If a top ad unit drops in revenue, recheck layout, format, or user engagement.

Educate Direct Advertisers

If you run direct deals, advertisers may still think in terms of manual bidding. Help them understand:

Why their campaigns may perform differently now
How to succeed with AI-optimized targeting
The importance of strong creative and conversion paths

Offer Video and Native Inventory

Formats that play well with blended spend (like video, native, and in-feed) will likely attract more demand under Smart Bidding logic. Static banners alone may miss out.

What This Signals: Full Automation Is Here

This isn’t just about retiring eCPC. It’s a bigger push from Google to automate ad buying, optimization, and distribution.

Old methods — contextual targeting, manual bidding, predictable CPMs — are losing ground. In their place, conversion signals and AI models now decide where the money goes.

Google has already confirmed the phase-out of Enhanced CPC and the shift toward full Smart Bidding. Read their official update here.

Takeaway

Don’t panic but don’t sit still either. If your monetization strategy still relies on legacy assumptions (manual bids, context match, static placements), it’s time to evolve.

This Smart Bidding shift means:

Less buy-side control
More AI-driven spend
Greater need for sell-side optimization

The rules are changing. But if you’re watching the data, testing formats, and educating partners you’ll stay ahead of the curve.

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech

May 30, 2025June 2, 2025Kashish

How Smart Publishers Are Doubling CTV Monetization in 2025

The truth? Most publishers in CTV advertising plateau early. Not because they’ve hit a ceiling but because they follow the same advice that used to work and ignore deeper optimization levers that high performing media companies are doing.

In 2025, smart CTV monetization isn’t about just “filling ad slots.” It’s about controlling how every millisecond of the ad request pipeline impacts yield and building systems that adapt in real time.

For a solid foundation in CTV monetization, check out our CTV Monetization Strategies for 2025 guide.

Why Most CTV Monetization Tips Miss the Mark

If you’ve spent time in forums, SSP sales calls, or generic blog posts, you’ve probably heard things like:

“Add more demand partners”
“Use server-side ad insertion (SSAI)”
“Test different ad lengths”

Sure. Those are fine first steps.

But if you’re already making revenue at the top tier of CTV advertising, you’re past beginner-level advice. You don’t need more checklists that say “optimize CPM.” You need fixes that hit your margins and boost net revenue.

Let’s break down the tactical stuff that actually makes a difference in CTV monetization in 2025.

1. Broken Ad Timeouts Are Wrecking Fill Rates

What’s going wrong:
Most CTV SDKs (especially on Roku, Fire TV, and Samsung) come with default ad timeouts that are too short for multi-SSP bidding setups.

Example:
One publisher using Google Ad Manager + Prebid + 3 SSPs saw a 22% drop in fill during peak evening hours. SDK timeout was set to 2000ms. But real SSP response time averaged ~2.3s under peak load.

Fix it:
Raise client-side timeout settings to at least 3500ms. Check your SDK’s init code or ad request config and bump the limit.

Tool to use:
Chrome DevTools → Network tab → Look at ad server or Prebid wrapper response times vs actual player load. Also test on Roku’s Developer Dashboard if you’re running native apps.

2. GAM Line Item Priority Mismanagement

What’s going wrong:
Too many CTV advertising setups treat all demand as equal in Google Ad Manager leading to missed premium bids and line item cannibalization.

Example:
A publisher had all CTV line items at priority 8 including fallback VAST tags and high-performing SSPs. This created a race where top bids got outpaced by low-value fills.

Fix it:
Tier your GAM priorities:

Priority 6–7: Premium SSPs only
Priority 8–9: Mid-tier or fallback VAST
Priority 10: Manual remnant or passback fills

Set price priority floors using hb_pb, deviceType, and content_type.

Tool to use:
GAM UI → Inventory > Line Items → Set as “Price Priority” and define thresholds using key-values.

3. Skipping Bid Landscape Audits

What’s going wrong:
You can’t optimize CTV monetization if you’re blind to your bid-level data. Aggregate fill/eCPM hides critical gaps in bid density and win rates.

Example:
A CTV publisher found that SSP-A won 78% of impressions at $6.00 while SSP-B frequently bid $9.00 — but timed out. Nobody noticed until they pulled server-side logs into BigQuery.

Fix it:
Audit your bid stream weekly. Check:

Win/loss due to timeout
Clustering near floor price
Creative errors causing drops

Tool to use:
BigQuery or Redash for querying Prebid logs. Or request weekly CSV dumps from partners.

4. Not Mapping Devices to Yield

What’s going wrong:
Many CTV advertising teams lump Roku, Samsung, Fire TV, and LG into one bucket. That’s a missed opportunity. These devices perform differently and should be treated as separate segments.

Example:
One FAST publisher found Samsung had 25% higher eCPM but 40% lower fill than Roku. They created device-specific ad rules in GAM, optimized timeout on Roku, and boosted revenue by 28% month-over-month.

Fix it:
Use player-side key-values like:

deviceType = roku
deviceType = samsung
deviceType = firetv

Create separate line items and pricing floors for each.

Tool to use:
GAM Key-Value Config + Custom Ad Rules. Pull player logs or use device sniffing SDKs to enhance segmentation.

5. Bad Creative Handling = Lost Auctions

What’s going wrong:
Unvalidated creatives from SSPs often fail on certain CTV devices especially older Smart TVs with codec limitations.

Example:
One media company lost 20% of paid impressions due to unsupported video formats on Samsung 2018 models.

Fix it:
Pre-validate formats with SSPs. Add strict creative filters in your wrappers or VAST calls:

Use fallback passbacks when player logs detect failed renders.

Tool to use:
JWPlayer logs or Bitmovin error tracking + GAM macros for fallback logic.

6. Not Refreshing Demand Partners Regularly

What’s going wrong:
Running the same SSP lineup from 2022? You’re missing out. Newer CTV-focused SSPs often outperform generalist ones.

Example:
One FAST channel replaced an underperforming SSP with a vertical-specific bidder focused on political buys. Result: $4.5K extra Q1 revenue across just two channels.

Fix it:
Rotate underperformers quarterly. Benchmark:

Timeout %
Creative error rates
Floor match % vs actual CPM delivered
Unique demand vs bid overlap

Tool to use:
Ask for SSP overlap reports or run manual comparisons in GAM using Creative ID + hb_bidder data.

7. Over-relying on SSAI Without Monitoring Drift

What’s going wrong:
SSAI is great when it works. But buffer issues and cue-point desyncs kill ad delivery and viewability.

Example:
An AndroidTV app saw 33% viewability drop due to a 1.2s desync in mid-roll ads. Root cause: buffer drift in their SSAI pipeline.

Fix it:
Set up heartbeat pings and sync logs. Check for:

Cue point drift >800ms
Mid-roll misfires
CDN-related delays

Tool to use:
Your SSAI provider dashboard (Yospace, Google DAI, etc.) + real-time logging via the player SDK.

To see how some of these SSAI issues fit into larger CTV targeting models, check out the IAB Advanced TV Targeting Guide.

Recap: What to Check

Here’s your tactical checklist to start doubling your CTV monetization in the next 30 days:

You don’t need a fancy new stack. Just fix the parts most teams overlook the real blockers to scaled CTV monetization

Facing Low Fill Rates, Dropping CPMs, or GAM Configuration Issues

If you’re seeing inconsistent performance across your CTV stack from timeouts and fill gaps to GAM misconfigurations and underperforming demand you’re not the only one.

These problems are common. But if you don’t fix them fast they directly impact your revenue

We work directly with CTV publishers to pinpoint what’s hurting fill rates, CPMs, and overall revenue no fluff, just real fixes that improve performance.

Request a free CTV monetization audit: support@magicbid.ai

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech

May 23, 2025June 2, 2025admin

Google’s Official Advice On Optimizing For AI Overviews & AI Mode

Google’s Official Advice for publishers to Rank in AI-Powered Search

Google recently released official guidance on how site owners, publishers, and creators can succeed in AI-driven search experiences, specifically AI Overviews and the new AI Mode.

Mueller writes in the blog post:

“The underpinnings of what Google has long advised carries across to these new experiences. Focus on your visitors and provide them with unique, satisfying content.”

Create Content That Stands Out and Serves the User

People are searching in new ways, such as asking more complex questions, seeking out multiple perspectives, or searching with photos and video.

Key Takeaways

Design a Page That’s Easy to Navigate

Mueller writes:

“Even the best content can be disappointing to people if they arrive at a page that’s cluttered, difficult to navigate or makes it hard to find the main information they’re seeking. Ensure that you’re providing a good page experience for those who arrive either from classic or AI search results…”

To improve page experience

Ensure Google Can Access Your Content

Make sure your pages meet our technical requirements… so that we can find them, crawl them, index them, and consider them for showing in our results.

Checklist:

Use Meta Tags to Control Visibility in AI Formats

Search enables site owners to control what appears in our listings, including in our AI formats.

Supported meta directives:

Match Structured Data with Visible Content

If you’re using structured data, be sure to follow our guidelines… making sure that all the content in your markup is also visible on your web page.

Ensure:

Support Visual and Multimodal Search

People can perform multimodal searches where they snap a photo or upload an image… and get a rich, comprehensive response.

Recommendations:

Understand the Value of AI-Driven Visits

In its latest guidance, Google emphasizes that not all clicks are created equal—especially in the era of AI Overviews. The company notes:

“We’ve seen that when people click to a website from search results pages with AI Overviews, these clicks are higher quality, where users are more likely to spend more time on the site.”

What to Focus on:

Adapt With Search—Because It’s Always Evolving

AI Overviews are a new step on this journey. Search has shifted many times before—from mobile-first indexing to featured snippets. The evolution continues with AI-enhanced formats. Staying user-focused and technically sound is key.

Key Takeaways for Publishers:

For a more deeper dive, click here to read Google’s full blog post.

Adapt With Search—Because It’s Always Evolving

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech, Monetization

May 15, 2025May 15, 2025Kashish

Why Your Fill Rate Is Low and How to Fix It Fast

When your fill rate drops, you’re not just losing impressions you’re leaving money on the table. Every percentage point you’re missing could mean hundreds (or thousands) in lost revenue this month.

Let’s fix that
You’ve probably heard the usual stuff:

Just add more demand partners
Optimize your floor prices
Try lazy loading

But here’s the truth those are surface level fixes.

For publishers already making $2K+/month, the real issues are under the hood in timeouts, SDK settings, invalid traffic filters, and bid logic most people never touch.

If you’re looking for a foundational overview of common fill rate issues in Google AdExchange, check out our post on “Top Reasons for Low Fill Rate Issues in Google AdExchange“.

The steps below go beyond the basics they’re meant for publishers already running programmatic at scale and looking to solve deeper technical bottlenecks.

Let’s walk through the actual things hurting your fill rate and how to fix them this week.

fill rate

1. Your Timeout Setting Is Too Short for Your Bidders

Example:
You’ve got Prebid set to timeout at 800ms, but some of your best paying demand partners consistently return bids at 1.2–1.5s.

Result? Their bids never make it to the auction. You lose the fill and the CPM.

Fix:
➡️ Increase your Prebid or header bidding timeout to 1200–1500ms, depending on your average network latency.

Where to check:

Prebid config file (setConfig { timeout: 1500 })
GAM delivery diagnostics
Chrome DevTools → Network tab → measure bid response times

2. Your SDKs Aren’t All Talking to Each Other

Example:
Your app uses Google Mobile Ads SDK, but you also added a third-party SDK for mediation. They’re not in sync some impressions time out or error out completely.

Fix:
➡️ Update all SDKs to the latest versions.
➡️ Make sure mediation chains are properly ordered and using fallback logic.

Where to check:

Android/iOS logcat logs
Your mediation platform
Crashlytics or error monitoring tools

3. Your Ad Unit Sizes Don’t Match Demand Expectations

Example:
You’re serving 300×250 units in a layout labeled as “responsive,” but the ad call renders them in a 600px-wide container. Many DSPs reject mismatched size impressions, especially on mobile.

Fix:
➡️ Make sure your ad slots match exactly the size of the actual container and declared size in the ad request.
➡️ Use data-ad-sizes properly if you’re using GPT.

Where to check:

Chrome DevTools → Inspect element
Google Publisher Console (?google_console=1)
Ad unit settings in Google Ad Manager

4. You’re Sending Low Quality or Invalid Traffic (Without Knowing)

Example:
You bought cheap traffic from an aggregator or your audience skews too heavily toward one GEO. DSPs detect this as non-converting or suspicious traffic. They stop bidding.

Fix:
➡️ Run your domain through traffic quality tools (like IAS, Pixalate, or HUMAN).
➡️ Segment traffic by source and block low-quality referrers in GAM or via SSP rules.

Where to check:

SSP dashboards
GAM reports by traffic source/referrer
3rd-party verification platforms

5. Your Line Item Priorities Are Misconfigured in GAM

Example:
You’ve got programmatic demand running at priority 12, but remnant house ads are set at priority 10. GAM fills with house ads before paid demand even has a shot.

Fix:
➡️ Double-check all line item priorities.
➡️ Paid demand (especially AdX or Open Bidding) should run at priority 12 or 13, not below house ads.

Where to check:

Google Ad Manager → Delivery → Line Items → Priority column

For a full breakdown of how to configure and prioritize Ad Exchange demand correctly, refer to Google’s guide on Best practices for Ad Exchange line items.

6. You’re Using Outdated Formats That Buyers Don’t Want

Example:
You’re still using banner-only ad units. Some DSPs are shifting spend to native, rich media, or video inventory and deprioritize basic banners.

Fix:
➡️ Test adding native or video ad units where appropriate.
➡️ Make sure the creatives are loading properly and the placements are viewable.

Where to check:

GAM Ad Unit settings
Active creative types per SSP

Quick Action Checklist for Fixing Your Fill Rate This Week

Increase your header bidding timeout to 1200–1500ms.
Update SDKs across your app or site to ensure they’re all compatible.
Verify your ad unit sizes match the container sizes and declared request sizes.
Run a traffic quality audit using tools like IAS or Pixalate.
Check and adjust line item priorities in Google Ad Manager.
Add new ad formats like native or video to expand your demand pool.

Need Help?

If you’re struggling to get your fill rate where it needs to be, consider a free audit from MagicBid. Contact us today at support@magicbid.ai We can help you identify the issues specific to your setup and provide actionable recommendations.

Fixing your fill rate isn’t a one-size-fits-all process, but with these specific actions, you should see a difference this week. Time to stop leaving money on the table and start optimizing for more revenue.

How MagicBid Helps You Earn More

Fill Rate

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech, Monetization

April 28, 2025May 1, 2025Kashish

Unlock Your Earning Potential: Linking AdSense to Google Ad Manager (GAM)

As a publisher striving to maximize your ad revenue, effectively managing your ad inventory is paramount. Google Ad Manager (GAM) provides a robust platform for this, offering granular control over your ad operations.

A crucial step in optimizing your monetization strategy is linking your AdSense account with your GAM network. This integration unlocks significant benefits and streamlines your workflow.

Why Linking Your AdSense Account to GAM Matters

Connecting your AdSense account to GAM offers several key advantages:

Unified Reporting:

Gain a holistic view of your earnings across all your direct-sold campaigns and AdSense/Ad Exchange demand within the GAM interface. This eliminates the need to switch between platforms for performance analysis.

Simplified Trafficking:

Easily traffic AdSense ad units directly within GAM, alongside your other ad sources. This simplifies your ad operations and reduces the complexity of managing multiple systems.

Access to Ad Exchange (AdX) Features (if eligible):

Linking your AdSense account can pave the way for accessing the powerful features of Google Ad Exchange, including open auction, preferred deals, and private auctions, potentially increasing your revenue through broader demand competition.

Optimized Competition:

GAM can intelligently manage the competition between your direct-sold ads and your AdSense/AdX demand, ensuring you’re always serving the highest-paying ad available.

Centralized Payment Management:

While payments still originate from AdSense, having the link established provides a clearer overview of your total ad revenue within the GAM environment.

Why Aren’t AdSense/AdX Linking Options Showing in GAM?

You might encounter situations where the option to link your AdSense or AdX account isn’t readily visible within your GAM interface. Here are the common reasons for this:

1. Your GAM Network is Not Yet Eligible:

New GAM networks might not have the AdSense linking functionality enabled by default. Google needs to provision this feature for your specific network.

2. Incorrect User Permissions:

The user account you are using to access GAM might not have the necessary administrative permissions to link accounts. You typically need administrator-level access.

3. AdSense Account Association:

Ensure the AdSense account you are trying to link is in good standing and doesn’t have any policy violations.

4. MCM (Multiple Customer Management) Implications:

If your GAM network is part of an MCM setup (as is the case with MagicBid.ai as a channel partner), the linking process might be handled centrally or require specific steps within the MCM parent account.

5. Account Type Mismatch:

In some specific scenarios, there might be a mismatch in the account types or configurations that prevent direct linking.

How to Enable or Activate AdSense/AdX Linking in GAM

The process to enable AdSense/AdX linking typically involves the following steps. Keep in mind that the exact interface might vary slightly.

Steps to Link Your AdSense Account to GAM:

1. Log in to Google Ad Manager: Access your GAM account using an administrator-level login.

2. Navigate to Admin Settings: Click on the “Admin” tab in the top navigation menu.

3. Select Linked Accounts: In the left-hand sidebar, look for the “Linked accounts” or a similar option (it might be under “Global settings” or “Network settings”).

4. Find the AdSense Section: You should see a section dedicated to Google AdSense.

5. Enter Your AdSense Publisher ID: Click on the “Link AdSense account” button (or similar).

You will be prompted to enter your AdSense Publisher ID. This ID typically looks like ca-pub-xxxxxxxxxxxxxxxx. You can find this ID in your AdSense account settings.

6. Initiate the Linking Process: After entering your Publisher ID, click “Save” or “Link account.”

7. Authorize in AdSense (If Required): In some cases, you might need to log in to your AdSense account and authorize the link from the AdSense side.

Look for a notification or a “Sites” or “Account” section where you can approve the GAM network’s request.

8. Wait for Confirmation: Once the process is initiated, it might take some time for the link to be fully established. You should see the status of the linked account update in your GAM settings.

Important Note for MCM Partners (Like MagicBid.ai):

If your GAM network is managed under a Google MCM channel partner like MagicBid.ai, the AdSense linking process might be slightly different.

In many cases, MagicBid.ai will facilitate this linking process for you or provide specific instructions tailored to their setup.

Do not attempt to directly link your AdSense account without consulting with your MagicBid.ai account manager first. Doing so might lead to complications or disrupt your existing setup.

How MagicBid.ai Can Help You Activate This Linking Feature

As a Google MCM channel partner, MagicBid.ai plays a crucial role in helping publishers like you optimize your monetization.

When it comes to linking your AdSense account to GAM, MagicBid.ai can assist you in the following ways:

Guidance and Expertise:

MagicBid.ai’s experienced team can provide you with clear, step-by-step instructions specific to their MCM setup, ensuring a smooth and error-free linking process.

Facilitating the Linking Process:

In some cases, MagicBid.ai might directly handle the linking process on your behalf, saving you time and effort.

Troubleshooting and Support:

If you encounter any issues during the linking process, MagicBid.ai’s support team can help diagnose and resolve the problem efficiently.

Optimizing Your Setup:

Beyond just linking accounts, MagicBid.ai can provide valuable insights and strategies on how to best leverage the integration of AdSense and GAM to maximize your revenue potential within their MCM framework.

In conclusion, linking your AdSense account to Google Ad Manager is a fundamental step towards efficient ad management and revenue optimization.

While the process is generally straightforward, publishers working with an MCM partner like MagicBid.ai should leverage their expertise to ensure a seamless integration and unlock the full potential of this powerful combination.

Reach out to your MagicBid.ai account manager today to learn how they can help you activate this crucial linking feature and elevate your monetization strategy.

Frequently Asked Questions (FAQs)

Q: How long does it take for the AdSense account to be linked to GAM?

A: The linking process usually takes a few hours to complete. However, in some cases, it might take up to 24-48 hours for the status to be fully updated in both GAM and AdSense.

Q: Can I link multiple AdSense accounts to one GAM network?

A: Generally, it’s recommended to link one primary AdSense account to your GAM network for streamlined reporting and management. If you have specific needs for multiple AdSense accounts, consult with your MagicBid.ai account manager for the best approach within their MCM structure.

Q: What if I enter the wrong AdSense Publisher ID during the linking process?

A: If you’ve entered the wrong Publisher ID, you’ll likely need to unlink the incorrect account and then re-initiate the linking process with the correct ID. Refer to the GAM help documentation or contact MagicBid.ai support for guidance on unlinking.

Q: Will linking AdSense to GAM affect my AdSense payments?

A: No, linking your AdSense account to GAM does not change your AdSense payment process. Payments will continue to be issued by Google AdSense based on your AdSense payment settings and threshold.

Q: I don’t see the “Linked accounts” option in my GAM admin settings. What should I do?

A: If you can’t find the “Linked accounts” option, ensure you are logged in with an administrator-level account. If the option is still missing, it’s possible that the feature hasn’t been provisioned for your network yet, or there might be specific settings within the MagicBid.ai MCM structure that affect its visibility. Contact your MagicBid.ai account manager for assistance.

Q: Can I unlink my AdSense account from GAM if needed?

A: Yes, it is generally possible to unlink your AdSense account from GAM. However, if you are part of an MCM network like MagicBid.ai, it’s crucial to discuss this with your account manager before proceeding, as unlinking might have implications within the MCM setup.

Q: Does linking AdSense to GAM automatically give me access to Ad Exchange?

A: Not necessarily. Access to Ad Exchange (AdX) depends on Google’s eligibility criteria. Linking your AdSense account is often a prerequisite for accessing AdX features, but it doesn’t guarantee immediate access. MagicBid.ai can provide insights into AdX eligibility within their network.

Q: Who should I contact if I encounter issues while linking my AdSense account to GAM as a MagicBid.ai partner?

A: Your primary point of contact for any issues related to linking your AdSense account to GAM within the MagicBid.ai network should be your dedicated MagicBid.ai account manager or their support team. They have the specific knowledge of their MCM setup to assist you effectively.

How MagicBid Helps You Earn More

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech, Monetization

April 22, 2025April 22, 2025Kashish

Top Reasons for Low Fill Rate Issues in Google AdExchange

Introduction: Understanding Fill Rate in Google AdExchange

If you’re a publisher using Google AdExchange and noticing that many of your ad requests aren’t converting into served ads, you’re likely facing a low fill rate issue.

This can be frustrating especially when you know your content attracts traffic but your monetization isn’t matching up.

Fill rate is a critical metric for digital publishers. It directly impacts how much revenue you make from your ad inventory.

Understanding the root causes of low fill rates is the first step toward improving your monetization strategy. In this article, we’ll dive deep into the various reasons behind low fill rates in Google AdExchange and how you can fix them.

What Is Fill Rate and Why It Matters

Definition of Fill Rate

In simple terms, fill rate refers to the percentage of ad requests that result in actual ad impressions. It shows how effectively your ad space is being utilized.

Fill Rate Formula

Here’s the basic formula:

Fill Rate = (Ad Impressions / Ad Requests) × 100

For example, if you had 1,000 ad requests and only 700 impressions, your fill rate would be 70%.

Impact on Revenue and User Experience

A low fill rate means a lot of your inventory is going unsold. This doesn’t just lower your ad revenue; it can also lead to poor user experiences, like blank ad slots or layout shifts.

Common Reasons Behind Low Fill Rate in Google AdExchange

1. Geo-Targeting Mismatches

If your site attracts users from countries where advertisers are less active, you may struggle with low fill rates. Advertisers typically bid more aggressively in markets like the US, UK, or Australia.

2. Ad Unit Misconfiguration

Even minor errors in ad unit setup—such as incorrect sizes, invalid placements, or missing targeting criteria can cause fill issues.

3. Low Bid Density from Buyers

Sometimes, there simply aren’t enough bids for your inventory. This can be due to market conditions or low-quality content that doesn’t attract premium advertisers.

4. Policy Violations or Ad Restrictions

Google has strict policies. If your content violates any of them (e.g., adult themes, illegal content, etc.), your ad units may get limited or blocked, reducing fill rate.

5. Inappropriate Ad Sizes or Formats

Some advertisers only buy specific sizes or formats. If you’re using uncommon ad units, the pool of potential buyers shrinks.

6. Inventory Oversaturation

Too many ad units per page can lead to lower competition for each slot, resulting in some ad requests going unfilled.

7. Floor Price Too High

If your floor price is higher than what buyers are willing to pay, your impressions may not be served at all.

Technical Factors Contributing to Low Fill Rate

1. Latency Issues and Slow Page Load

When your site loads slowly, ad calls may timeout before they reach Google’s servers. This can prevent ads from rendering in time.

2. Header Bidding Conflicts

Header bidding setups can interfere with Google AdExchange if not configured correctly, affecting fill rates negatively.

3. Incorrect Ad Tags Implementation

Malformed or outdated ad tags can break the connection between your site and the adserver.

4. Limited Demand from Google Demand Partners (GDPs)

If you’re not enabled for certain GDPs or Open Bidding partners, your ad inventory may have fewer buyers competing for it.

How Ad Mediation and Header Bidding Affect Fill Rate

Fill Rate vs. Coverage: What’s the Difference?

Coverage refers to the percentage of ad units with at least one bid, while fill rate is about actual impressions. Don’t confuse the two.

Unified Pricing Rules Impact

Google’s unified pricing rules can restrict fill rates if they’re set too conservatively, especially with high minimum CPMs.

Optimization Strategies to Improve Fill Rate

Adjusting Floor Prices and Soft Floors

Lowering your floor prices or using soft floors can attract more bids without significantly sacrificing CPMs.

Expanding Geo-Targeting and Device Support

Open up your targeting to include more regions or devices to increase demand.

Optimizing Ad Sizes and Formats

Stick to standard IAB sizes (like 300×250 or 728×90) for maximum competition from advertisers.

Improving Site Speed and Reducing Latency

Use tools like Google PageSpeed Insights to identify and fix performance issues.

Using Passback Tags Effectively

Set up passbacks to other ad networks when Google fails to fill an impression. This ensures minimal lost revenue.

Tools to Monitor and Analyze Fill Rate in Google AdExchange

Google Ad Manager Reports

Create custom reports to track fill rate trends by device, geo, and ad unit.

Real-Time Bidding (RTB) Analytics

RTB insights help you understand why bids aren’t being placed and what’s causing fill gaps.

Third-Party Monitoring Solutions

Platforms like Adomik, PubGuru, and AdButler provide deeper insights and automation to improve fill rates.

Case Studies: Publishers Who Solved Low Fill Rate Issues

Case Study 1: News Publisher

By reducing their floor prices and enabling more device formats, a major news site saw a 25% improvement in fill rate.

Case Study 2: Mobile App Developer

A mobile app added rewarded video ads and saw its fill rate jump from 60% to 95% in just two weeks.

Frequently Asked Questions (FAQs)

1. What is a good fill rate in Google AdExchange?

A fill rate of 85-95% is generally considered good, though it may vary by niche and geography.

2. How do I check fill rate in Google Ad Manager?

Go to the “Reports” tab, choose “Ad requests” and “Ad impressions”, and calculate the fill rate using the formula.

3. Can low traffic cause low fill rates?

Yes. Lower traffic often results in fewer bids, which can directly impact fill rates.

4. How do I increase Google AdX fill rate for mobile apps?

Use rewarded ads, interstitials, and native formats, and make sure your SDK is up to date.

5. What happens if fill rate is too low?

You miss out on potential revenue, and user experience may suffer due to empty or slow-loading ad slots.

6. Should I use multiple ad networks to improve fill rate?

Yes, mediation with multiple networks ensures better coverage when Google doesn’t fill an impression.

Conclusion: Diagnosing and Fixing Low Fill Rate Issues Effectively

Low fill rates in Google AdExchange are usually a symptom of deeper setup, demand, or policy issues.

Fortunately, with the right monitoring tools and optimization strategies, publishers can recover lost impressions and revenue.

Focus on quality content, proper ad setup, and diversified demand sources to ensure a high-performing monetization strategy.

How MagicBid Helps You Earn More

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

Connect with us now to get a free ad revenue evaluation.

Get Started Now

Ad Tech, Monetization

April 15, 2025April 15, 2025Kashish

Maximizing Revenue from CTV Inventory: Key Strategies for Publishers

As Connected TV (CTV) consumption grows, so do the revenue opportunities for publishers.

But more screens don’t always mean more money especially if your monetization setup isn’t built for today’s CTV environment.

If you’re a publisher looking to get more out of your CTV inventory in 2025, this blog breaks down what’s working, what’s hurting fill rates, and where the real revenue potential lies.

Why CTV Monetization Isn’t Just Plug and Play

CTV might sound like this great opportunity. More viewers, longer watch times, and higher CPMs. But in reality, many publishers are leaving revenue on the table.

CTV doesn’t work the same way as web or mobile. The tech setup, how people watch content, and the type of formats used it’s all different.
Advertisers come in expecting more. They’re looking for top-tier inventory with high viewability, precise targeting, and measurable outcomes.
But a lot of that inventory ends up going unused mostly because publishers either don’t have the right setup or aren’t using the best strategy to connect with demand.

Don’t Skip These CTV Setup Essentials in 2025

Let’s start with the fundamentals. Here are a few things every publisher should lock down:

1. Ensure Accurate Ad Declarations

Google and other platforms now require detailed, transparent labeling of your inventory types and placements. If these aren’t clear, demand sources may avoid your inventory.

2. Use the Right VAST Setup

Make sure your VAST tags follow platform specific rules. If ads don’t render properly or if measurement doesn’t work, you’re going to lose out on revenue.

3. Avoid Serving Ads When No One’s Watching

Don’t refresh or serve ads when screens are inactive or the content isn’t actually being viewed. This can lead to policy issues and reduce trust with buyers.

4. Display Ads Without Delay

For DOOH and similar formats, ads must show immediately after the request not minutes later. Ad delays can result in missed impressions and wasted opportunities.

The Real Challenges Publishers Face with CTV Fill Rates

Even when the setup is right, fill rates can fall short. Here’s what we’re hearing from publishers:

1. Mismatch between inventory and demand

Not all demand partners are built for CTV. If you’re relying on partners who primarily buy web traffic, you’re going to have unfilled spots.

2. Poor segmentation

Advertisers want to target by device type, content category, and viewing time. If your data is too general, they’ll skip bidding.

3. Inconsistent performance metrics

Buyers expect viewability, completion rates, and engagement metrics. If those aren’t being passed back correctly or if your video player isn’t optimized you’ll miss deals.

4. Pricing that scares buyers off

Many publishers set price floors too high, hoping to keep CPMs up. But if the floor is unrealistic, buyers don’t bid and inventory stays unsold.

CTV Monetization Strategies That Are Working in 2025

1. Commercial breaks

Breaking long-form content into structured ad pods (like TV commercial breaks) works well. But adding frequency capping and mixing skippable/non-skippable units increases user tolerance.

2. Contextual Targeting at the CTV Level

Without cookies, contextual data is becoming more important. Publishers who categorize shows by genre, mood, or audience type are seeing higher fill rates and CPMs.

3. Interactive Video Ads

Shoppable ads, QR codes, and remote-controlled interactions are delivering better engagement and higher bids from brands that want to drive direct response.

4. Partnering with CTV-Focused SSPs

Not all supply-side platforms are built for CTV. Publishers working with SSPs that specialize in video and OTT are getting more demand and better matching.

How to Keep Your CTV Revenue Growing

Things change fast in CTV, so staying sharp is key:

Check your inventory setup often to fix issues and spot new chances to improve.
Look at how each demand partner is performing don’t hesitate to try others if things feel slow.
Make sure your ad tech is giving you clean, useful data. Buyers want transparency.
Organize your content clearly so it’s easier for advertisers to target the right audiences.
Watch for updates from Google and major DSPs rules shift, and staying informed helps you avoid surprises.

Final Thoughts

CTV monetization is no longer just about filling ad slots. It’s about creating a structured, transparent, and performance ready environment that buyers want to invest in.

If you’re not seeing the revenue you expected, you might wanna change your strategy.

How MagicBid Helps You Earn More

If you’re not making the most of your ad space, you’re leaving money on the table.

MagicBid helps web, app, and CTV publishers maximize revenue with smarter ad placement and optimization tools.

Web Monetization: Get better ad visibility, higher engagement, and more revenue from every impression.
In-App Monetization: Connect with premium advertisers to effortlessly boost fill rates and eCPMs.
CTV Monetization: Deliver high-quality, tailored ad experiences that keep viewers engaged and advertisers paying more.

With MagicBid’s advanced ad tech and expert support, you can turn your traffic into higher earnings without the guesswork.

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Why Real-Time Bidding Programmatic Is Driving 90% Higher Fill Rates Here’s How

What’s Really Driving the Fill Rate Gap?

1. Your Timeout Settings Are Still Built for Display

2. Your Line Items Don’t Match Bid Density

3. You’re Not Segmenting Inventory by Format or Geo

4. You’re Still Prioritizing Speed Over Value

5. Your Ad Requests Are Missing Required Fields

6. Your GAM Priorities Are Fighting Your Header Bidding

7. You’re Not Monitoring Bid Loss or No-Bid Reasons

What to Do Next

Still Seeing Fill Gaps? It’s Probably Not a Demand Issue

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6 CTV Monetization Mistakes That Are Holding Back Your Revenue

Why Most CTV Advice Falls Short

1. Short Timeout Settings Are Hurting Your Fill Rate

2. Tracking All Platforms as One? You're Missing Device-Level Problems

3. Mid-Rolls Keep Getting Skipped? Here’s What’s Really Happening

4. Your Header Bidding Stack Isn’t Built for CTV

5. Why You’re Seeing Unfilled Impressions Despite Available Demand

6. Missing Fields in Your Bid Request? That’s Blocking Demand

What to Fix

Need Help Troubleshooting Your CTV Setup?

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Top 10 Reasons Your Mobile App CPMs Are Crashing This Year And How to Fix Them

Why Most Advice on “Low CPMs” Doesn’t Help

So why are CPMs still tanking?

1. Your Ad Timeouts Are Too Short (Or Too Long)

2. You’re Still Serving Too Many Static Banners

3. Your Floor Prices Are Misaligned With Demand

4. Your SDK Stack Has Too Much Latency

5. You’re Losing Bids to IVT Filters or Viewability Failures

6. You Haven’t Segmented High-Performing Inventory

7. Ad Density and Timing Are Off

8. Your eCPM Targets Are Too Static

9. You’re Not Running Price Priority or Line Item Tests

10. Your Geo Breakdown Is Too Broad

What To Do Next

Still Seeing Low CPMs Despite Everything?

Get the Latest Updates, Industry Buzz and Expert Insights from MagicBid-Delivered Straight to Your Inbox!

Breaking Down Google’s Most Significant Bidding Update in a Decade

What is Smart Bidding Exploration?

Why This Matters for Publishers

1. More Spend Will Shift to Performance Max

2. Manual Bidding Is Fading Fast

3. You May See More Volatility in CPMs

What You Should Do (Starting Now)

Track CPMs by Campaign Type

Watch High-Performing Placements Closely

Educate Direct Advertisers

Offer Video and Native Inventory

What This Signals: Full Automation Is Here

Takeaway​

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How Smart Publishers Are Doubling CTV Monetization in 2025

Recap: What to Check

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Google’s Official Advice for publishers to Rank in AI-Powered Search

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Why Your Fill Rate Is Low and How to Fix It Fast

1. Your Timeout Setting Is Too Short for Your Bidders

2. Your SDKs Aren’t All Talking to Each Other

3. Your Ad Unit Sizes Don’t Match Demand Expectations

4. You’re Sending Low Quality or Invalid Traffic (Without Knowing)

5. Your Line Item Priorities Are Misconfigured in GAM

6. You’re Using Outdated Formats That Buyers Don’t Want

Quick Action Checklist for Fixing Your Fill Rate This Week

Need Help?

How MagicBid Helps You Earn More

Unlock Your Earning Potential: Linking AdSense to Google Ad Manager (GAM)

Why Linking Your AdSense Account to GAM Matters

Unified Reporting:

Simplified Trafficking:

Access to Ad Exchange (AdX) Features (if eligible):

Optimized Competition:

Centralized Payment Management:

Why Aren’t AdSense/AdX Linking Options Showing in GAM?

1. Your GAM Network is Not Yet Eligible:

2. Incorrect User Permissions:

3. AdSense Account Association:

4. MCM (Multiple Customer Management) Implications:

Takeaway

1. What is a good fill rate in Google AdExchange?

2. How do I check fill rate in Google Ad Manager?

3. Can low traffic cause low fill rates?

4. How do I increase Google AdX fill rate for mobile apps?

5. What happens if fill rate is too low?

6. Should I use multiple ad networks to improve fill rate?