What decreases the fill rate? Where do those precious page views go with your money? Your ads provider won’t count pages that didn’t have ads on them. A legitimate reason can be that the visitor left so fast, that the hit on the server occurred, but the page didn’t complete to load all content and advertising scripts. Another reason can be that the page wasn’t suitable for the ads – it may have had too little text to actually highlight in-text ads or the content could have been in breach of terms (for instance, included adult oriented content where this was prohibited by the provider). All this happens and explains why fill rate are never 100%. Some page views are not actual net impressions.
The main reason for loss of page views, however, lies elsewhere, in geography. When advertisers purchase online campaigns they use geo-targeting, to determine where they want their ads to show up; this can be set according to the IP address mapping. Your in-text ads provider may not serve ads for certain locations – cities, areas, countries, and even whole continents. In such cases, page views from such locations where the provider didn’t show ads will not be counted as part of your relevant page views, or impressions, and will not be paid for.
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