Scans Today
50,759

Scans Completed
18,137,519
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system trends

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


Narrative 422.0%
Identity Provider
AcuityAds 383.4%
Ad Network
DeepIntent 373.3%
Ad Network
Bidtellect 169.0%
Buying System
Adkernel 166.3%
Conversant 164.2%
Buying System
cmp market share

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identifer usage

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Unique Eligible Ad Formats
46,368

Video

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32,858

Native

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794,914

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.

63% 0.6%
ad traffic identified
70,356
publishers using prebid
344,123 0.058%
unique ad slots found
2,643,223 0.01%
Unique Pages Scanned
52,625,554
ads.txt entries
14,406,784
total articles
1,205
known domains
1,554,280 0.69%
uncategorized domains
119,958,130
events categorized
170,088
publishers monitored
496
known ad platforms
1,224,708 0%
sellers.json entries
1,545,669 0.25%
domains in ads ecosystem
165
domains that fingerprint
6.8 K 0.19%
publishers using ATS
2,634,050
app-ads.txt entries
12
fraud-flagged publishers
938
publishers using PPIDs
37,438 0.02%
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
44 mm+ domains detected
814,036 declared customers sellers.json
121,751 claimed customers ads.txt
300 CMP ID
300 GDPR Vendor ID
42% Reseller Accounts
58% 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
4 mm+ domains detected
0 declared customers sellers.json
7,898 claimed customers ads.txt
77% Reseller Accounts
23% Direct Accounts
...
PubMatic

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

Ad Exchange
20  unique domains
3.5 mm+ domains detected
3,791 declared customers sellers.json
100,882 claimed customers ads.txt
GDPR Vendor ID
50% Reseller Accounts
50% Direct Accounts
...
Rubicon Project

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

Ad Exchange
17  unique domains
2.7 mm+ domains detected
3,612 declared customers sellers.json
109,083 claimed customers ads.txt
GDPR Vendor ID
53% Reseller Accounts
47% Direct Accounts
...
Quantcast

Quantcast helps create a more personalized digital world.

Buying System
11  unique domains
2.6 mm+ domains detected
0 declared customers sellers.json
1,535 claimed customers ads.txt
10 CMP ID
10 GDPR Vendor ID
73% Reseller Accounts
27% Direct Accounts
...
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
2.2 mm+ domains detected
3,699 declared customers sellers.json
107,825 claimed customers ads.txt
GDPR Vendor ID
52% Reseller Accounts
48% Direct Accounts