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The overwhelming majority of the time that a bid request is sent out by a supply-side platform, offering an opportunity to advertise on a publisher’s website, no one responds.
The standard fill rate for SSPs is 1%. In other words, there is just a 1% chance that a bid request sent out by an SSP is met with a bid from an advertiser or its buy-side tech partners, according to executives from three large SSPs.
This doesn’t mean that most publishers’ inventory is unmonetized.
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