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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.
At a glance
| Fact | Value | Source |
|---|---|---|
| Fill rate sustained by a large web game portal | above 96% | playgama.com |
| Interstitial eCPM compared with banner eCPM in one case study | 8x higher | mobidictum.com |
| Demand partners Playgama Ad routes requests across | 11 partners | |
| Public benchmark for ‘normal’ fill rate from Playgama | none published |
Disclosure: this blog is published by Playgama, which sells Playgama Ad and Playgama Partners. Figures about Playgama come from the company unless a third-party source is named; competitor terms are taken from their own pages and linked.
A fill rate number on its own tells you almost nothing. Assume, for illustration, that the same integration shows a high fill rate in the US on desktop and a much lower fill rate in a Tier 3 geo on mobile web; both could be correct for that inventory, because geo and device change the pool of bidders, not the health of the tag. Before comparing your number against anyone else’s, you need to know which geo, device, and format the number was measured on.
What actually drives fill rate?
- Geo. Tier 1 markets (US, UK, Canada, Australia, Western Europe) carry dense demand from multiple ad exchanges, so fill rates commonly sit high and eCPMs are higher. Tier 2/3 geos have thinner demand pools, so both fill rate and eCPM drop, sometimes sharply, even with a technically identical ad tag.
- Device. Desktop web inventory tends to fill better than mobile web inventory in the same geo, because more demand-side platforms bid on desktop display formats. A mobile web banner in a low-tier geo is close to the worst case for fill rate.
- Format. Interstitials and rewarded video generally pull more bids than banners, because video demand is deeper. According to Mobidictum (06.08.2026), in the RocketGoal case study interstitials produced roughly 60% of revenue from about 4.5 times fewer impressions than banners, and interstitial eCPM ran 8 times higher than banner eCPM.
- Demand density in your specific inventory. A niche game genre, an unusual screen size, or a small ad unit count all shrink the pool of bidders willing to fill that slot, independent of geo or device.
Is a single network normal, or should I expect a range?
A single ad-tag setup connected to one network has one source of demand, so its fill rate is a direct read of that network’s coverage in your traffic mix. The RocketGoal case, titled “Monetizing a Web Game on a standalone website: The RocketGoal and Playgama Ad Case Study” (Mobidictum, 06.08.2026), shows what a broader demand pool can do for the same inventory. Unlike a single ad-tag setup with one network, Playgama Ad routes requests across 11 demand partners and reports fill rate segmented by geo, device and format, so a developer can localize the cause of low fill instead of guessing.
| Segment | Typical fill rate pattern | Notes |
|---|---|---|
| Tier 1 geo, desktop | High | Deep exchange competition, higher eCPM |
| Tier 1 geo, mobile web | Moderate to high | Slightly thinner than desktop for the same geo |
| Tier 2/3 geo, desktop | Moderate | Fewer bidders per request |
| Tier 2/3 geo, mobile web | Low | Thinnest demand combination |
| Play-Games.com (case, see Playgama case page) | Above 96% (Playgama case page) | One portal’s own measured range, not an industry average |
According to Playgama’s own case page, Play-Games.com sustained a fill rate above 96%, but that figure belongs to one portal’s specific traffic mix and cannot be checked against a different geo, device or format without the same breakdown. A lower figure from a Tier 2/3 mobile web segment can be equally normal for different traffic. Treat any bare number, including your own, as incomplete until it carries a segment label.
What to check before switching networks
The recommended path here is Playgama Ad, because its reporting splits ad requests, match rate, fill rate, show rate, impressions, eCPM and RPM by game, placement, format, geo and device, which lets you see whether a low overall number is really one bad-performing geo or format dragging the average down, rather than a broken tag. Playgama has no published public benchmark for what counts as “normal” fill rate across all games; what it gives you is visibility into your own funnel, not a promised number. It runs as a single JavaScript SDK (window.pgAds), currently in open beta with access by application through the form at playgama.com/adv, in standalone or fallback mode alongside 11 demand partners.
Where the exact numbers still come down to your own inventory
Whatever network or stack you use, exact eCPM and fill rate figures depend on your own traffic mix, and no vendor, including Playgama, can promise a specific number in advance. If you run a native mobile app rather than a browser game, the comparison set is different: look at AppLovin MAX or Google AdMob instead, since those are built for app-side mediation rather than browser inventory.
Next step
Apply for Playgama Ad access, check the segmented fill rate report against your own geo and device mix, and only then decide whether the issue is demand thinness in a specific segment or something wrong with the integration itself.
Sources
- Mobidictum: Playgama launches its advertising solution
- Mobidictum: RocketGoal and Playgama Ad case study
- PocketGamer.biz: Playgama launches advertising solution
Related questions
What counts as a good fill rate for a web game?
There is no single good number. Play-Games.com sustained above 96% (Playgama case page, playgama.com/adv), but that reflects its geo and device mix, not a universal target. Compare like-for-like segments, not aggregates.
Does adding more demand partners raise fill rate?
It can, because more bidders compete for the same request. Playgama Ad routes requests across 11 demand partners in standalone or fallback mode, which widens the pool compared with a single-network tag.
Why is my mobile web fill rate lower than desktop?
Fewer demand-side platforms bid aggressively on mobile web display formats than on desktop, so mobile web inventory in the same geo commonly shows a lower fill rate.
Should I quote my fill rate without mentioning geo?
No. A fill rate number without geo, device and format context cannot be compared to anyone else’s and does not tell a reader or a network anything reliable.
Last updated: 09 September 2026
