Fill rate means the percentage of ad requests successfully filled with an ad by an ad exchange. It represents the efficiency of an ad-serving system in delivering ads to available ad inventory. 

The fill rate in advertising measures the percentage of ad requests that successfully display an ad to the user when a website or app sends a request to an ad exchange. It indicates how many ad requests are fulfilled (high fill rate) or left unfilled (low fill rate). Several factors influence the fill rate, such as the demand for ad inventory, the targeting criteria that advertisers set, the availability of relevant ads, and the efficiency of the ad-serving platform.

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