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How Telegram publishers should compare fill rates, eCPM, payment terms and invalid-traffic policies

A fair method for Telegram publishers to compare ad networks: fill rate, eCPM, revenue per 1,000 requests, payment terms and invalid-traffic policies, with formulas and a worked hypothetical example.

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Content owner: Adsun Editorial & Ad Operations Team · Last verified:

Quick answer

Telegram publishers should compare ad networks on the same traffic, countries and dates using revenue per 1,000 requests (eCPM × fill rate), then check payment terms — minimum payout, frequency, methods and fees — and the invalid-traffic policy: how IVT is detected, whether deductions are itemised and how disputes work. A high eCPM with low fill or opaque deductions often pays less than a steady network.

Key takeaways

  • Revenue per 1,000 requests = eCPM × fill rate.
  • Compare per country and per format, same dates.
  • Net earnings after IVT deductions matter, not gross.
  • Payment speed and thresholds affect cash flow.

Comparison framework

  • Fill rate = filled requests ÷ total requests — compare per country and per format, same dates.
  • eCPM = earnings ÷ impressions × 1,000 — compare on the same traffic split, not on advertised rates.
  • Effective revenue per 1,000 requests = eCPM × fill rate — the single number that combines both.
  • Payment terms: minimum payout, frequency (weekly, net-15, net-30), methods (crypto, bank, wallets) and fees.
  • Invalid-traffic policy: how IVT is detected, whether deductions are itemised, and how disputes work.
  • Reporting: per block, per country and per day, with export or API access.

Worked comparison (hypothetical)

Network A: eCPM $2.00, fill rate 50% → revenue per 1,000 requests = $1.00. Network B: eCPM $1.40, fill rate 90% → $1.26. Network B pays more despite the lower eCPM. If Network A deducts 15% for IVT and B deducts 3%, the gap grows to $0.85 vs $1.22. These numbers are illustrative, not real data.

Where Adsun fits

  • Publisher side: Reward, Interstitial and Task ad blocks for Telegram Mini Apps, plus bot placements via a server-side snippet.
  • Advertiser side: Network campaigns and Native Ads (media, inline ads, channel posts and bot messages).
  • Safety: server-to-server Reward URL; onReward fires after server verification. Debug mode is not billed.
  • Controls & reporting: time between ads and daily limits per block; platform, block and country reports and an SDK health panel.
  • Status: Adsun is an independent network, not Telegram’s official advertising platform. Commercial terms are shown in the account.

Metric definitions and formulas

CPM
Cost per mille: what an advertiser pays for 1,000 ad impressions.CPM = (Ad spend ÷ Impressions) × 1,000
CPC
Cost per click: average price an advertiser pays for one click.CPC = Ad spend ÷ Clicks
CTR
Click-through rate: the share of impressions that produced a click.CTR = (Clicks ÷ Impressions) × 100%
eCPM
Effective CPM: what a publisher earns per 1,000 impressions, whatever the pricing model.eCPM = (Publisher earnings ÷ Impressions) × 1,000
Fill rate
The share of ad requests that returned an ad.Fill rate = (Filled ad requests ÷ Total ad requests) × 100%

More terms in the glossary and the advertising metrics guide.

Worked example

Hypothetical example — not real Adsun data

A Mini App sends 200,000 ad requests in a day. 170,000 return an ad (fill rate = 170,000 ÷ 200,000 = 85%). The publisher earns $255 for those impressions (eCPM = 255 ÷ 170,000 × 1,000 = $1.50). 2,550 users click (CTR = 2,550 ÷ 170,000 = 1.5%). Use the same formulas on your own dashboard numbers to compare networks fairly.

Adsun measurement methodology

Adsun counts an impression when an ad is rendered in a publisher block, a click when the user opens the ad destination, and a reward only after the server-to-server Reward URL confirms completion. Debug-mode traffic is excluded from billing and reports. Metrics are shown per platform, block and country in the partner and advertiser dashboards. Adsun does not publish aggregate network benchmarks in this guide; any number below marked “Hypothetical” is illustrative only. See the SDK documentation for integration details.

About Adsun

Adsun is a Telegram advertising network operated by Adsun. Products: Rewarded ads, Interstitial ads, Task ads, Native ads. Platforms: Telegram Mini Apps, Telegram bots, Telegram channels. Learn more about Adsun.

Frequently asked questions

Is a higher eCPM always better?

No. Multiply eCPM by fill rate and subtract IVT deductions to see real earnings.

What payment terms should I ask about?

Minimum payout, payout frequency, methods, fees, currency and how deductions are reported.

Sources

Update log

  • 2026-10-18: First published. Competitor features are described by category only; verify each network’s current documentation.
Telegram ad fill rateWhat ad fill rate means for Telegram Mini Apps and bots, how to calculate it, why it changes by country and format, and practical ways to raise it without hurting users.Calculate publisher revenueStep-by-step formulas to estimate and check publisher earnings from Telegram Mini App and bot ads: requests, fill rate, impressions, eCPM and net revenue.Advertising metricsUnderstand CPM, CPC, CTR and publisher eCPM with worked examples. Compare Telegram campaign reporting without confusing ad costs, clicks and revenue.Ad network comparisonA neutral checklist for choosing a Telegram ad network for Mini Apps and bots: formats, SDK, reward verification, bot ads, reporting and payout terms.