What is Sell Through Rate ?
Sell Through Rate is a sell side metric which is sourced and calculated from either an Ad Network’s Ad server or a individual publisher ad server and represented as a percentage. It represents the number of paid impressions sold divided by the number of ad impressions available for sale.
The Sell Through Rate formula is represented by;
(Paid impressions / Total impressions served) x 100 = Sell Through Rate %
Example:
Your website had 1,000,000 total impressions or “ad calls” for a given period. Only 870,000 of those impressions returned a paid advertisement:
(870,000 / 1,000,000 ) x 100 = 87% Sell Through Rate
The Sell Through Rate is a culmination of all digital sales options which represents “paid impressions”: such as
- Direct Sold
- Header Bidding / Prebid
- Programmatic Guaranteed
- Programmatic Deals
- Programmatic Open Exchange
- CPA / Cost Per Acquisition / Affiliate
- CPC / Cost Per Click
Price Floor, network errors, internet congestion, sales cycles, timeouts and users leaving a web page before the ad is delivered to the page all contribute to why a perfect 100% sell through rate rarely happens.
« Back to Programmatic Glossary Index
Health Targeting Categories
Discover our Health Targeting Categories, all built on URL level Contextual Targeting. Cancer, Chronic Disease, General Health, Healthy Lifestyle, Infection, Medical Conditions, Sports and Targeting Healthcare Professionals, available for your next Advertising Campaign, Programmatic Deal or Managed Services campaign.
