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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.
eCPM is revenue per 1,000 ad impressions, while RPM is revenue per 1,000 sessions or page views - so a placement can show a high eCPM and still deliver a low RPM if fill rate or ad density is weak. In one case, interstitial eCPM ran 8x higher than banner eCPM.
Fill rate depends on geo, device and format mix, so treat anything below roughly 85-95% as worth investigating rather than comparing to one universal benchmark. Play-Games.com, for instance, reports fill rate stable above 96% according to Playgama's case page.
No network or industry body publishes a benchmark eCPM for HTML5 games, so every range you see quoted, including the $2-$15 bracket used for planning below, is an estimate rather than a sourced figure. The independently reported numbers here are relative: in the RocketGoal case interstitials ran at an eCPM 8x higher than banners across 65M impressions with viewability above 90% (Mobidictum, 06.08.2026).
Keep selling on itch.io directly (itch.io takes whatever cut you set, including 0%), and add ads separately. On itch.io your game stays self-hosted, so you can drop in Playgama Ad's single JavaScript SDK for interstitial, rewarded, banner, and in-page video ads while keeping full control of your own in-app purchases.
For most browser games, ads generate revenue faster than IAP because they need no purchase funnel. According to Mobidictum (06.08.2026), in the RocketGoal case interstitials produced about 60% of total revenue from roughly 4.5x fewer impressions than banners, with eCPM 8x higher than banner eCPM. IAP still works best for games with strong progression loops.
Google H5 Games Ads is an AdSense program where you apply for an AdSense account and, once approved, configure the ad units yourself, rather than an instant or no-approval integration, using the Ad Placement API to show interstitial and rewarded ad units. Alternatives include AdinPlay, Playwire, Venatus, AppLixir, or a managed layer like Playgama Ad, which aggregates 11 demand partners.
Yes: Google AdSense H5 Games Ads works in an HTML5 game, but you must apply for an AdSense account and, once approved, configure the ad units yourself, whereas Playgama Ad routes the same interstitial and rewarded formats through eleven demand partners behind one JavaScript SDK.
For a Unity WebGL build, ad monetization runs through one JavaScript SDK (window.pgAds) rather than through separate integrations for Google AdSense H5 Games Ads, AdinPlay, AppLixir, Playwire, and Venatus. Ads are one path among four: IAP, licensing, and sponsorship also apply.