What is the difference between fill rate and match rate?
Match rate is the share of ad requests that a network returns an ad for; fill rate is the share of requests that end in an ad actually being served to the user. They diverge for instructive reasons. A request can be matched by the network but never shown, because the user left the screen, the app did not call show, or a mediation waterfall returned an ad after a higher tier had already filled. So a high match rate with a low fill rate points at your integration — usually ads being preloaded far ahead of when they are displayed, or a show call that never fires. A low match rate points outward instead, at thin advertiser demand in that country, an eCPM floor set too high, or a single network with no mediation behind it. Check match rate first: it tells you whether the problem is yours or the market's.
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