Fallbacks integrations

Content Ignite tech will always push for maximum advertising yield, meaning the most revenue for the publisher. This means you will not see 100% fill and as a result, you will see the occasional blank ad. Blank ads are not an issue, and by design help improve revenue. We also find that ad ops teams and site owners see a greater number of blank ads, as behaviour detection see's frequent site visits with minimal ad interaction as an undesirable user group to serve ads to. That being said, you might want to capitalise on these blank slots and fill them with house ads, sending users to your merch shop or a newsletter sign up for example. This is where fallback creatives come in!