Field note
Fill rate dips during Thai holiday weeks
· fill rate, seasonality
Advertiser budgets in Thailand often pause or compress around major holidays. Your fill rate can drop even when your mediation order is healthy. Compare the same holiday window from the prior year before rewriting floors.
Separate domestic traffic from regional traffic if your app serves both. Holiday demand curves differ; a blended fill chart hides a Thailand-only dip that recovers the following Monday.
Avoid raising floors aggressively during the dip. Higher floors on soft demand weeks cut match rate further and can train your team to distrust a partner that is simply quiet for a few days.
Prep a short internal note for finance: expected revenue softens, then rebounds. That note prevents emergency mediation edits that take weeks to unwind.
If fill stays low after the holiday ends and UA volume is stable, then open a mediation review. Timing the distinction saves engineering cycles.