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Optimizing fill rates & eCPM (effective cost per mille) through ad mediation entails using a platform that oversees numerous ad networks. By doing this, developers can make sure that their users are seeing the most relevant and lucrative ads. Ad targeting is the process of displaying advertisements that are more likely to be interesting and relevant to the user based on data and user behavior. Through an awareness of the tastes & habits of their user base, developers can display ads that are more likely to result in clicks and conversions, maximizing their ad revenue.