I went straight to supply-side fixes, more advertiser inventory, better targeting options, that kind of thing.
Start by defining fill rate and its importance for Flipkart's ad revenue, then break down the funnel to identify where ad requests go unfilled. Propose targeted improvements across demand, supply, and pricing, prioritizing based on impact and feasibility.
Pro tip: Emphasize the trade-off between fill rate and CPM: pushing fill rate too high can lower ad quality and revenue per impression. Suggest A/B testing and monitoring guardrail metrics like viewability and CTR.
Clarify what fill rate means for banner ads and calculate current fill rate. Segment by placement, device, geography, and user cohort to identify low-fill areas.
Investigate why ads aren't filling: demand gaps (fewer bidders), pricing floors too high, technical issues (latency, ad blockers), or inventory quality mismatches.
Brainstorm changes across demand (more ad networks, direct deals), supply (header bidding, dynamic allocation), pricing (floor optimization), and user experience (ad formats, frequency capping).
Use impact/effort matrix to prioritize initiatives. Propose A/B tests with clear success metrics (fill rate, revenue, user engagement) and guardrails.
Define KPIs, set up dashboards, and plan for continuous optimization. Consider long-term implications like advertiser satisfaction and user retention.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.