{"id":11672,"date":"2019-07-02T17:02:35","date_gmt":"2019-07-02T22:02:35","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=11672"},"modified":"2020-09-09T10:49:50","modified_gmt":"2020-09-09T15:49:50","slug":"fill-rate-tool","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/","title":{"rendered":"Fill Rate: Not the End Goal, But a Tool That Can Help You Get There"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Fill Rate: Not the End Goal, But a Tool That Can Help You Get There<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Brad Hagmann<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2019-07-02T17:02:35-05:00\">July 2, 2019<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">It\u2019s no secret that Mediavine doesn\u2019t fill ads at a 100% rate. We\u2019ve even been so bold as to say that <a href=\"https:\/\/www.mediavine.com\/100-fill-rate-sucks-this-is-why\/\">100% fill rate is actually a bad thing<\/a>. <!--more-->\n\nYet the subject of fill rate and how to increase it is still a frequent \u2014 if often misunderstood \u2014 topic in our support channels.\n\nPerhaps it\u2019s time to reframe the discussion:\n\nWhat if we looked at fill rate not as an objective, or end goal, but rather as one of many tools to analyze ad performance and <a href=\"https:\/\/help.mediavine.com\/en\/articles\/1298121-site-health-checks-overview\">site health<\/a>?\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9715 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging-735x490.png\" alt=\"A woman typing on a laptop computer.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging-735x490.png 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging-441x294.png 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging-768x512.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging-690x460.png 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/blogging.png 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\nFill rate is a useful metric, to be sure. It can tell you many things about your website and how advertisers are reacting to it.\n\nFor example, if you notice that fill rate has dropped dramatically, this could be for a number of reasons and should prompt certain questions.\n\n<strong><em>Did the majority of traffic shift from English-speaking countries to non-English speaking countries?<\/em><\/strong>\n\nAdvertiser demand to non-English speaking countries and users is always lower, simply because there is a smaller pool of brands trying to reach those demographics.\n\nAs a result, fill rates will always be lower with traffic coming from such countries relative to the U.S. and other English-speaking counterparts.\n\nAdditionally, a sudden shift to international traffic puts advertisers on high alert.\n\nSuspicious that something amiss may be causing this traffic spike, such as an increase in bot or other invalid traffic, they may pull out of the <a href=\"https:\/\/www.mediavine.com\/google-first-price-auction-what-it-means-for-publishers\/\">auction<\/a> altogether.\n\n<strong><em>What time of year is it?<\/em>\u00a0<\/strong>\n\nI\u2019ve written about <a href=\"https:\/\/www.mediavine.com\/ad-revenue-seasons\/\">ad revenue seasonality<\/a> at length \u2014 perhaps you\u2019ve seen my posts in our <a href=\"https:\/\/Facebook.com\/Mediavine\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> group coinciding with certain times of year.\n\nJust as consumer spending ebbs and flows throughout the year, the calendar will impact fill rates and CPMs for online advertising as well.\n\nIt\u2019s not just the end of the month or the quarter where we see peaks and valleys, either. We see drop-offs in fill rates after all <a href=\"https:\/\/www.mediavine.com\/how-to-capitalize-on-holidays-as-a-content-creator\/\">holidays<\/a> as advertising demand drops.\n\nFor example, we typically see a slight decline after Mother\u2019s Day and Father\u2019s Day, with fewer consumers in the market for the perfect gift for mom or dad.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8439 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-735x490.jpg\" alt=\"A woman using a smart phone.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/11\/woman-smartphone.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\n<strong><em>Are your popular posts brand safe?<\/em><\/strong>\n\nWords obviously matter to your readers, but also to advertisers. The content of your posts helps determine if your post is brand safe.\n\nAdvertisers want assurance that their ad is not only reaching their target audience, but placed next to no material that could be deemed offensive.\n\nMy favorite example of this happened last year, regarding a publisher who posted some great content surrounding relationship advice.\n\nIt was formatted beautifully and seemed to check all the boxes for success, yet fill rates were very low for no immediately obvious reason.\n\nThen we noticed that the content contained the word \u201csex.\u201d\n\nThat\u2019s it. Not out of the ordinary on a blog about strengthening relationships, and not used in an inappropriate context whatsoever. Just the word.\n\nSuspecting that this could be the cause of the lower fill rate, we worked with the publisher to swap out \u201csex\u201d with (wait for it) \u201cmake love.\u201d\n\nWe saw an immediate boost in fill rate \u2014 and earnings to go with it.\n\nThe moral of the story is that advertising algorithms are incredibly intelligent, just not intelligent enough to figure out in what context words are being used.\n\nThis example is a great reminder to always be mindful of the words used in your posts, even if your intent isn\u2019t salacious or controversial.\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7577 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/woman-using-computer.jpg\" alt=\"A woman typing on a laptop computer.\" width=\"600\" height=\"900\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/woman-using-computer.jpg 600w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/woman-using-computer-200x300.jpg 200w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/09\/woman-using-computer-307x460.jpg 307w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/>\n<h3>Make CPM the Primary Focus<\/h3>\nWhile fill rate helped us find the issue in the above example, I\u2019m going to do some quick math to illustrate why you should primarily <a href=\"https:\/\/www.mediavine.com\/cpms-ecpms\/\">focus on CPMs<\/a>, not fill rates.\n\nLet\u2019s say you took 10,000 impressions filled at 100%.\n\nIn order to fill every single impression, we had to mix in lower quality ads resulting in lower CPMs, bringing the average CPM down to $0.50.\n\nIn other words: 10,000 impressions * $0.50 CPM \/ 1000 = <strong>$5.00 in revenue<\/strong>\n\nNow, let\u2019s take that same 10,000 impressions and only fill 70% (still a great fill rate). By focusing on quality over quantity, our average CPM is $1.\n\nIn other words: 7,000 (70% of 10,000) impressions * $1 CPM\u00a0 \/ 1000 = <strong>$7.00 in revenue<\/strong>\n\nThis plainly illustrates that the goal should be a higher CPM, not a higher fill rate. With quality traffic and quality CPMs, quality fill rates will follow.\n\nMediavine has numerous measures in place to help increase CPM, such as <a href=\"https:\/\/www.mediavine.com\/lazy-loading-ads-mediavine-ads-load-200-faster\/\">lazy loading<\/a> to increase <a href=\"https:\/\/www.mediavine.com\/ad-viewability-the-why-and-how-to-make-your-ads-more-viewable\/\">viewability<\/a>, sticky units, price flooring and more.\n<h2>How to increase CPMs<\/h2>\nWhat can you, as a publisher, focus on to help increase CPMs?\n<h3>Increase your site speed.<\/h3>\nIt wouldn\u2019t be a proper Mediavine blog post if <a href=\"https:\/\/www.mediavine.com\/why-page-speed-matters\/\">increasing site speed<\/a> wasn\u2019t mentioned at least once, and for good reason.\n\nFaster websites see higher viewability of the ad units, and higher viewability leads to higher CPMs. Every. Single. Time.\n\n(We&#8217;ve compiled all of our <a href=\"https:\/\/www.mediavine.com\/mediavines-pagespeed-resources\/\">pagespeed resources<\/a> into one handy guide, putting lightning speed at your fingertips.)\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-8506 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-735x490.jpg\" alt=\"A man using a smart phone.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n<h3>\u201cUse your words.\u201d<\/h3>\nI\u2019ve used this phrase often as a parent to two young kids, and believe it or not it\u2019s also relevant here.\n\nFocus on writing good, clean, family-friendly content. (Here are <a href=\"https:\/\/www.mediavine.com\/4-easy-ways-improve-writing\/\">4 tips for producing higher quality content<\/a>.)\n\nAdvertisers do not want their brands placed next to anything that could be controversial in any context, even if that\u2019s not the post\u2019s intent.\n\nFocusing on writing clean content may be an extra step, but it works. Advertisers will focus on delivering high paying ads to your site in return.\n<h3>Diversify your traffic stream.<\/h3>\nWe see the best ad performance with a mix of traffic sources. A site with high traffic coming from a single source, like Pinterest, will never see CPMs as high as a site whose traffic comes from a variety of sources.\n\nAt Mediavine, we always recommend focusing on strong SEO, which results in increased organic traffic. We&#8217;ve talked about SEO a ton on the blog, from <a href=\"https:\/\/www.mediavine.com\/3-action-items-that-will-get-you-massive-traffic\/\">3 action items that will result in organic traffic growth<\/a> to our <a href=\"https:\/\/www.mediavine.com\/mediavines-seo-resources\/\">SEO resources guide<\/a>, so we&#8217;ve got you covered.\n<h3>Be GDPR Compliant.<\/h3>\nTraffic from across the pond can still monetize at high CPMs, but only if you are <a href=\"https:\/\/www.mediavine.com\/gdpr-what-you-need-to-know\/\">GDPR compliant<\/a>. Ensuring your site&#8217;s GDPR compliance allows advertisers to target sites with \u201cpersonalized\u201d ads \u2014 targeted to users based on their browsing habits.\n\nMediavine offers its own consent management platform available to its publishers. Here are step-by-step instructions for how to <a href=\"https:\/\/help.mediavine.com\/articles\/1924218-mediavine-consent-management-platform-cmp\" target=\"_blank\" rel=\"noopener noreferrer\">implement our CMP on your site<\/a>.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/5dc89811c27bc836a11732eec5d16df89a52d59fc99df4b959d6334d72869df9?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/5dc89811c27bc836a11732eec5d16df89a52d59fc99df4b959d6334d72869df9?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/brad\/\" target=\"_self\">Brad Hagmann<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p class=\"is-style-small is-style-small--4\">Share this page<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-outermost-social-sharing has-normal-icon-size has-icon-color is-style-logos-only 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style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 It\u2019s no secret that Mediavine doesn\u2019t fill ads at a 100% rate. We\u2019ve even been so bold as to say that 100% fill rate is actually a bad thing. It\u2019s no secret that Mediavine doesn\u2019t fill ads at a 100% rate. We\u2019ve even been so bold as to say that 100%&#8230;<\/p>\n","protected":false},"author":44454,"featured_media":21692,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-11672","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Fill Rate: Not the End Goal, But a Tool That Can Help You Get There - Mediavine<\/title>\n<meta name=\"description\" content=\"What if we looked at fill rate not as an objective, or end goal, but rather as one of many tools to analyze ad performance and site health?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fill Rate: Not the End Goal, But a Tool That Can Help You Get There\" \/>\n<meta property=\"og:description\" content=\"What if we looked at fill rate not as an objective, or end goal, but rather as one of many tools to analyze ad performance and site health?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-02T22:02:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-09-09T15:49:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2018\/12\/phone-user.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brad Hagmann\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brad Hagmann\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/\"},\"author\":{\"name\":\"Brad Hagmann\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/e2f424fb3745b5aeec4851a43ad99807\"},\"headline\":\"Fill Rate: Not the End Goal, But a Tool That Can Help You Get There\",\"datePublished\":\"2019-07-02T22:02:35+00:00\",\"dateModified\":\"2020-09-09T15:49:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/\"},\"wordCount\":1097,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-07.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/fill-rate-tool\/\",\"name\":\"Fill Rate: Not the End Goal, But a Tool That Can Help You Get There - 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