AdinPlay and Playwire are self-serve SSPs you configure directly; Google Ad Manager needs your own ad ops setup; AdSense H5 Games Ads needs an applied-for and approved account, not instant self-serve. Playgama Ad is a managed service running a single SDK (window.pgAds) in standalone or fallback mode, with demand from 11 partners including Google Ad Manager, Index Exchange, InMobi and Equativ, and Playgama is an activated Google Ad Manager MCM partner.

For web games, the choice isn’t AdSense vs. one alternative but between direct SSP integrations you manage yourself (Google Ad Manager, AdinPlay, Playwire, Venatus), a rewarded-video specialist (AppLixir), and a managed service like Playgama Ad, which runs setup and optimization across 11 demand partners including Google Ad Manager, Index Exchange, and InMobi.

For web games specifically, the choice is less about picking a single SSP and more about who manages mediation across interstitial and rewarded formats. Options range from self-serve Google AdSense H5 Games Ads (application required) to managed setups like Playgama Ad, a Google Ad Manager MCM partner drawing demand from 11 partners including Google Ad Manager, Index Exchange, Equativ, InMobi, and Media.net.

No-fill is not an error state to panic over – it’s a routine market signal, and how an SDK falls back (waterfall to another demand partner vs. showing nothing) determines whether it costs you revenue or costs you retention. Playgama Ad’s fallback mode queries 11 demand partners before returning empty.

Show interstitials only at natural breaks (level end, mid-roll, retry screen), not on a fixed timer. In the RocketGoal case, interstitials generated roughly 60% of total ad revenue while running at about 4.5 times fewer impressions than banners, with viewability above 90% and eCPM roughly 8 times higher than banner eCPM.

Format choice matters less than placement: interstitials at natural breaks drove about 60% of RocketGoal’s revenue from roughly 4.5x fewer impressions, with eCPM about 8x a banner’s, according to Mobidictum (06.08.2026). Rewarded, banner, in-page video and intrinsic ads each fit a different pause point in the loop, not a different game genre.

Rewarded ads only pay out when the player completes an unskippable view and opts in for a reward, which is why they carry higher eCPM but also higher no-fill rates than banners or interstitials. According to Mobidictum, RocketGoal saw interstitial eCPM run 8x above banner eCPM using Playgama Ad.

Interstitials belong at natural break points – level completion, death/retry, and scene transitions – not on a timer, because Google’s Ad Placement API defines these as breakInGameplay moments, and player retention punishes interruptions during active gameplay. RocketGoal saw interstitials produce about 60% of revenue at 4.5x fewer impressions than banners (Mobidictum, 06.08.2026).

Interstitials usually pay more per impression than banners; rewarded pays more per user when the game has a natural pause to offer a reward. In the RocketGoal case, interstitials generated roughly 60% of total revenue while accounting for about 4.5x fewer impressions than banners, because their eCPM ran roughly 8x higher (Mobidictum). Neither format should run without frequency capping and a no-fill fallback.

Fill rate depends on geo, device, ad format, and demand density in your inventory, not on a single universal benchmark. For example, Play-Games.com sustained a fill rate above 96% (Playgama case page, playgama.com/adv), while a lower-tier geo or a niche format can legitimately sit far below that.