Experiencing A Rise In Unfilled Impressions? Here’s What To Do

This post was most recently updated on November 6th, 2021

Step 1: Run a DFP Yield Report to see which ad units are getting the most unfilled impressions

Step 2: Audit the Div IDs/Slot IDs in the source code. To do this open the website > right click on the page > select “View Page Source”. Use CTRL + F to find the slot ID/div ID.

Step 3: On-page setup – If you see in your results that you have 3 matches of the slot ID/div ID within the page (1 on the header, 2 on the body) then that means the div id is set up properly.

Step 4: Off-page setup – You should see at least 1 result on the body

Step 5: Verify that the MonetizeMore Header Bidding  placement IDs/parameters are correct

Step 6: Check your House line item to make sure all active ad units are targeted

Step 7: Check your Ad Exchange order and line items to make sure all the active ad units are targeted

Step 8: Check the CPM floors across all ad networks. A high CPM floor could restrict the ability of the lower paying advertisers to bid for your inventory.

Step 9: If the ad unit that gets the most unfilled impressions is a 1×1, which you built for non-100% fill ad networks (e.g. anchor, slider, push down), see if you can setup a pass back. The pass back you can use must be of the same ad format (i.e. anchor passing back to another anchor).

Step 10: Sign up with as many ad networks possible that can fill the 1×1 slot (ad format approved by the publisher to run).

Step 11: Check your top geographic locations and see if all of the geographical traffic is being targeted by these 1×1 ad networks. Most of the time, non-English traffic is prone to unfilled impressions because it’s very rare for these ad networks to monetize them. Look for ad networks that can monetize world wide traffic.

Step 12: Consider pausing all non-100% fill managed demand and switch to the non-standard ads supported by  MonetizeMore Header Bidding (i.e. autozone) + Ad Exchange/AdSense. This makes the ad spot more competitive.

Step 13: Run your discrepancy audit and identify which ad networks could be causing the gap

Step 14: Do an ad quality monitoring test to hunt down blank ads or in-banner video ads (IBVs) slowing down the page.

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