Scans Today
1,420,837

Scans Completed
25,578,149
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system trends

the fastest growing (or shrinking!) ad platforms, as measured by publisher traffic in the last 60 days.


Kargo 147.4%
Ad Network
Undertone 146.6%
Buying System
Adkernel 132.1%
Media.net 131.7%
Ad Exchange
AdTheorent 130.0%
Sonobi 128.4%
Ad Exchange
cmp market share

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identifer usage

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Unique Eligible Ad Formats
93,880

Video

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46,583

Native

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1,529,527

Display

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page categorization

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prebid.js versions

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ID5
Identity Provider
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UnifiedID 2.0
Identity Provider
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LiveRamp ATS
Identity Provider
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updates

news and commentary from the world of digital advertising

Methodology Update Tue Oct 05, 2021
Hi all - We’ve updated the methodology counting for identifiers on sincera, which has resulted in an increase in the number of absolute detections. There are three main ele...Continue Reading
Format Support by Ad Unit Fri Sep 24, 2021
We've updated the format support by ad unit home page chart and element. This is still fairly undercounted, as it is heavily skewed towards ComScore Top 500 publishers, who rec...Continue Reading
Viewability Detection (Alpha) Fri Jul 16, 2021
We've added viewability detection to publisher ad units (both Google and Prebid ad elements) across 16 different screen resolutions. Please note that this feature is currently e...Continue Reading

global quickstats

The most popular digital advertising platforms on the internet, as determined by code detection.

64%
ad traffic identified
77,697
publishers using prebid
439,985 5.36%
unique ad slots found
3,492,830 2.18%
Unique Pages Scanned
30,587,859
ads.txt entries
14,770,633
total articles
1,205
known domains
3,488,145
uncategorized domains
271 M
events categorized
180,440
publishers monitored
497
known ad platforms
1,260,695
sellers.json entries
3,489,350
domains in ads ecosystem
165
domains that fingerprint
8.33 K
publishers using ATS
2,895,441
app-ads.txt entries
17
fraud-flagged publishers
1,173
publishers using PPIDs
38,560 0.16%
publisher CMPs detected
5.05
IDs used per pub (avg)

systems

The most popular digital advertising platforms on the internet, as determined by code detection.


...
Google

Google is a multinational corporation that specializes in Internet-related services and products.

Walled Garden
54  unique domains
84 mm+ domains detected
834,876 declared customers sellers.json
122,517 claimed customers ads.txt
300 CMP ID
300 GDPR Vendor ID
42% Reseller Accounts
58% Direct Accounts
...
PubMatic

PubMatic is an automation solutions company for an open digital media industry.

Ad Exchange
20  unique domains
9.4 mm+ domains detected
3,883 declared customers sellers.json
100,749 claimed customers ads.txt
GDPR Vendor ID
50% Reseller Accounts
50% Direct Accounts
...
Facebook

Facebook is an online social networking service that enables its users to connect with friends and family.

Walled Garden
12  unique domains
8.1 mm+ domains detected
0 declared customers sellers.json
8,698 claimed customers ads.txt
78% Reseller Accounts
22% Direct Accounts
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Rubicon Project

Rubicon Project is an advertising automation platform enabling premium publishers to transact advertising brands.

Ad Exchange
17  unique domains
7.3 mm+ domains detected
3,669 declared customers sellers.json
108,717 claimed customers ads.txt
GDPR Vendor ID
53% Reseller Accounts
47% Direct Accounts
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Index Exchange

Index Exchange is an exchange technology, enabling digital publishers and suppliers to sell ad impressions programmatically and in realtime.

Ad Exchange
13  unique domains
5.9 mm+ domains detected
3,815 declared customers sellers.json
107,487 claimed customers ads.txt
GDPR Vendor ID
52% Reseller Accounts
48% Direct Accounts
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Quantcast

Quantcast helps create a more personalized digital world.

Buying System
11  unique domains
5.4 mm+ domains detected
0 declared customers sellers.json
1,160 claimed customers ads.txt
10 CMP ID
10 GDPR Vendor ID
89% Reseller Accounts
11% Direct Accounts