# No fill

An ad request that returns no ad.

An ad request that returns no ad.

## An example

An app asks for a travel ad, but no suitable campaign is available. The conversation continues without an ad.

## Why it matters

No fill is a normal outcome. The app should handle it without a broken card or a blocked answer.


## Related terms
- [Ad placement](https://jolts.xyz/resources/glossary/ad-placement)
- [Fill rate](https://jolts.xyz/resources/glossary/fill-rate)
- [Publisher](https://jolts.xyz/resources/glossary/publisher)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).