Why 100% Fill Rate and Transparent Stats Matter in Popunder Advertising

The popunder ad format helps publishers monetize their traffic efficiently. Simply add a code to your website, and you’ll start earning money for every click or view. However, to maximize your cash flow, we recommend aiming for a 100% fill rate and analyzing statistics. Here’s how this impacts your profit.

What Is Fill Rate?

Fill rate is the ratio of ad impressions served to the total number of ad requests. The metric reflects the number of ad requests that were successfully filled.

Fill rate is expressed as a percentage and is calculated using the formula: (Number of Ad Impressions ÷ Number of Ad Requests) × 100%.

Ideally, the fill rate is 100%. Sometimes, a slightly lower figure is acceptable.

Why Is a 100% Fill Rate Important?

If it is lower, it means the advertiser or network isn’t buying all your available traffic. And for a publisher, maximizing this threshold is critical because every unfilled ad request represents lost profit.

A 100% fill rate indicates that a popunder ad was served for every request. However, this doesn’t guarantee that every visitor will actually see it.

How a Low Fill Rate Affects Earnings

Imagine you plan to show an advertiser’s pop ad on your site 10,000 times. You request the ads, but your partner only agrees to 8,000 impressions. The remaining 2,000 potential impressions go unused, and you lose out on revenue.

If you have high-value traffic, such as international traffic from Tier-1 countries, iGaming traffic, or nutra traffic, the financial losses will be significant.

Transparent Pop Traffic Statistics and Analytics

To successfully monetize web and mobile traffic from popunders, analyzing data is crucial. Monitor data in real time whenever possible.

Key Metrics Every Publisher Should Track

We recommend focusing on three key parameters:

• eCPM. This shows your actual revenue per 1,000 ad impressions and helps you determine if a particular ad network is working for you.
• Site revenue. Monitor the overall revenue from the source to understand the profitability of different traffic segments and adjust your campaign setup accordingly.
• Ad viewability rate. Assess the percentage of ad impressions that were actually seen by users. This is crucial, as an ad that isn’t seen generates virtually no income.

Working with Ad Networks to Launch Pop Ads

There can be various reasons for a fill rate to be below 90–95%. These include server issues, narrow targeting, or a lack of relevant ads for a specific user category.

Since missed impressions reduce audience reach and revenue, it’s advisable to choose an advertising network that guarantees the maximum traffic buy rate.

How to Choose Networks for Popunder Campaigns

When selecting ad networks to connect you with advertisers, pay attention to their reputation, traffic fill rate, trackers, anti-fraud filters, and targeting capabilities. At Kadam, we provide publishers with these services and offer a simple three-step monetization system.

Factors Affecting Popunder Profitability

To help you increase your website’s revenue, we’ve listed the main elements of managing pop campaigns.

Working with Different GEOs

Analyze your site’s traffic to determine its origin. Countries can be divided into three tiers: Tier 3 (such as Indonesia and Thailand), Tier 2 (such as Turkey and Poland), and Tier 1 (such as the USA and the UK). The higher the tier, the greater the audience’s purchasing power and the higher the CPM. And this means you can set higher prices.

CPA, CPM, and CPC Rates

For pop ads, Kadam adopts CPC and CPA models. The advertiser pays for views or when a user clicks on the ad link.

The CPA model is more commonly used for push ads. With CPA, the advertiser pays for a specific user action after the click, reducing the risk of wasting their budget on non-converting clicks.

The Outlook for Popunders in 2025

The future of pop advertising looks bright. In 2025, it remains a relevant format thanks to its undeniable advantages, such as low cost and effective lead generation. This translates into high demand from advertisers.

Unlike native advertising, the popunder code manages the ads automatically, so you can earn revenue with minimal effort.

Try running multi-format campaigns and building complex sales funnels. And always ensure your traffic fill rate is as close to 100% as possible.

👉 Try the Kadam ad network, which offers a 100% traffic buy-out for website monetization. Connect your site and get instant access to millions of impressions!

FAQ

What is the fill rate in pop traffic?

Fill rate is the percentage of ad requests that actually result in an ad being shown. If it’s below 100%, some of your audience won’t see any ads.

Which GEOs show the best fill rate in popunders?

Countries with low-cost traffic, such as Tier-2 (Eastern Europe and Latin America) and Tier-3 (Asia), tend to have high fill rates.

How do I choose an affiliate network for popunder campaigns?

Reliable ad networks verify their ads, partner with reputable advertisers, and implement anti-fraud services. They monitor the quality of web traffic, so your site will need to meet their requirements.