PALLAS / CALCULATOR
Ad Fill Rate Calculator
Measure what share of ad requests were filled and quantify unfilled inventory. Add an eCPM to estimate the revenue equivalent of the unfilled impressions.
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INPUT
Enter values
Method & formula
Fill rate compares served impressions with ad requests. The optional revenue figure values unfilled inventory at the eCPM you enter; it does not claim that every unfilled impression could actually have been sold.
- Fill rate % = served impressions / ad requests x 100
- Unfilled revenue equivalent = unfilled impressions / 1,000 x eCPM
Example
85,000 served impressions from 100,000 requests gives an 85% fill rate and 15,000 unfilled impressions.
FAQ
Is this a forecast?
No. It is deterministic planning arithmetic based on the assumptions you enter. Actual commercial performance can differ.
Can served impressions exceed requests?
Not in this model. The calculator rejects that input because it would make the fill-rate denominator inconsistent.