Use-Rate

What is Use-Rate?

Use-Rate is a performance metric used in Connected TV (CTV) advertising to measure the efficiency of ad utilization during an ad break. Specifically, it quantifies how effectively the system inserts ads into the video stream relative to the number of ads returned by the ad server in response to a VAST (Video Ad Serving Template) call.

Use-Rate highlights a critical step in the ad insertion pipeline—not just whether ads were available, but whether those available ads were actually inserted into the stream. It is especially useful in assessing how well a platform capitalizes on its monetization opportunities within a finite ad break.

In simple terms, Use-Rate = (Ads Inserted / Ads Returned by VAST Call) × 100.

How does Use-Rate work in CTV?

During video playback on a CTV device, when an ad break is triggered, the platform makes a VAST call to its ad server. This call requests ad creatives that match the targeting and technical requirements for that break. In response, the server may return one or more ad creatives.

However, not all of those returned creatives may be inserted into the stream. Factors such as pod length constraints, mismatched durations, incompatible encoding, or technical timeouts can prevent some ads from being placed—even if they were returned in time.

Use-Rate captures this nuance by measuring how much of the fillable ad opportunity was actually executed. It allows stakeholders to go beyond just measuring fill rate (which reflects the availability of ads) and assess the efficiency and precision of the ad insertion process itself.

Why is Use-Rate important?

In the context of CTV advertising—especially for ad-supported streaming models like FAST and AVOD—maximizing every available ad slot is key to revenue growth. Use-Rate plays a pivotal role in revealing lost opportunities in the ad delivery process.

A high Use-Rate indicates that most of the ads returned by the server were successfully inserted into the content stream. This signals an efficient ad stitching and scheduling system.

A low Use-Rate, however, may point to operational inefficiencies, such as:

• Overfilled VAST responses (too many creatives returned for the available break)
• Creative mismatches (duration, encoding, or format)
• Scheduling misalignments
• Timeout or latency issues during ad decisioning or delivery

Use-Rate helps publishers and platforms identify and correct these inefficiencies, enabling better monetization per impression opportunity.

How is Use-Rate different from Fill Rate and Render Rate?

While these three metrics are often tracked together, each provides a distinct view of ad delivery performance:

• Fill Rate measures how many ad requests resulted in a returned creative.
• Use-Rate measures how many of those returned creatives were actually inserted into the stream.
• Render Rate measures how many inserted ads were successfully delivered and rendered to the viewer.

Together, these metrics provide a full-funnel view of the ad insertion lifecycle—from request to render.

How do platforms use Use-Rate to improve performance?

Use-Rate data is critical for diagnosing and optimizing the ad delivery system. Streaming platforms, ad ops teams, and monetization strategists use this metric to:

• Fine-tune ad pod durations and pacing
• Improve alignment between ad inventory length and available break time
• Adjust creative delivery settings to ensure compatibility with SSAI workflows
• Collaborate with demand partners to prevent overfilled VAST responses
• Enhance predictive ad scheduling systems with real-time efficiency insights

Ultimately, optimizing for high Use-Rate helps platforms achieve better fill efficiency, higher CPMs, and increased advertiser satisfaction.

Final thoughts

Use-Rate is an essential metric for anyone involved in the monetization of ad-supported streaming. It moves beyond inventory availability and provides actionable insights into how well ads are utilized once they are in hand. In a competitive, ad-driven CTV landscape, improving Use-Rate means making the most of every second of ad space—and every dollar of potential revenue.