October 4, 2016 Averages Lie to You, It’s Time to Get Granular! Client News Averages lie to you. One of our publishing clients looked at the average sell-through rate of their online advertising inventory and noted it was 70 percent. “We can launch a metered paywall, and as long as we do not lose more than 30 percent of our inventory, the lost advertising revenue should be minimal,” they thought.