Frequency Capping

Fill Rate measures the percentage of available ad impressions that are successfully sold and served. It is calculated as: (Filled Impressions ÷ Total Ad Requests) × 100.

A 100% fill rate means every request resulted in an ad being displayed, while a lower rate suggests missed monetization opportunities. For instance, a 70% fill rate indicates that 30% of impressions went unfilled due to low bids, lack of demand, or restrictive targeting.

Improving fill rate involves connecting to more demand sources, optimizing floor prices, and employing header bidding or mediation strategies. A strong fill rate signals healthy demand and effective inventory management.

Fraud Prevention encompasses the tools and techniques used to detect and block invalid traffic (IVT) generated by bots, click farms, or fake websites. Fraudulent activity inflates performance metrics and drains advertising budgets without delivering real value.

Programmatic platforms employ advanced detection mechanisms that analyze IP patterns, device fingerprints, session duration, and conversion timing. For example, a sudden surge of identical clicks from a single IP range signals likely fraud.

Independent verification partners and machine learning models are often integrated into DSPs and SSPs to maintain traffic quality. Strong fraud prevention is essential for sustaining trust and transparency in digital advertising.

A Floor Price is the minimum amount a publisher is willing to accept for an ad impression. If no bids meet or exceed that threshold, the impression remains unsold or moves to another demand source.

Setting the right floor price is a balancing act. Too high, and impressions go unfilled; too low, and publishers lose potential revenue. Smart floor price strategies often use dynamic floors that adjust in real time based on demand, seasonality, and historical eCPM data.

For instance, a publisher may set a €1.20 floor for standard display inventory but increase it to €3.00 for above-the-fold placements. Proper management of floor prices maximizes yield while maintaining healthy fill rates.

First-Party Data is information collected directly by a business from its own customers or website visitors. This includes email addresses, purchase history, on-site behavior, and preferences. Because it comes from direct interactions, it is highly accurate, privacy-compliant, and valuable for personalization.

In a post-cookie advertising landscape, first-party data has become the cornerstone of effective targeting and measurement. Advertisers can use it to build custom audiences, while publishers leverage it to enrich inventory and secure higher CPMs.

For example, a publisher might use login or newsletter data to create verified audience segments for buyers on TwinRed. This direct relationship with the user ensures both transparency and superior campaign performance.