Scans Today
577,038

Scans Completed
12,925,678
Loading...

system trends

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


AdTheorent 217.1%
Exponential 202.9%
Buyer Tools + Analytics
Tribal Fusion 202.9%
Buying System
Adgear 202.5%
Platform161 167.7%
Platform 161 167.7%
cmp market share

Loading...
identifer usage

Loading...
Unique Eligible Ad Formats
20,940

Video

Loading...
26,413

Native

Loading...
429,031

Display

Loading...
page categorization

Loading...
prebid.js versions

Loading...
ID5
Identity Provider
Loading...
UnifiedID 2.0
Identity Provider
Loading...
LiveRamp ATS
Identity Provider
Loading...

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.

61% 1.84%
ad traffic identified
62,269
publishers using prebid
239,748 0.392%
unique ad slots found
1,793,101 0.05%
Unique Pages Scanned
34,353,779
ads.txt entries
14,066,745
total articles
1,201
known domains
940,987 1.26%
uncategorized domains
62,874,539
events categorized
166,896
publishers monitored
496
known ad platforms
1,193,368
sellers.json entries
931,062 0.56%
domains in ads ecosystem
165
domains that fingerprint
5.45 K 0.42%
publishers using ATS
2,354,801
app-ads.txt entries
9
fraud-flagged publishers
464
publishers using PPIDs
35,804 0.15%
publisher CMPs detected
5.07
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
27 mm+ domains detected
795,995 declared customers sellers.json
119,755 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
2.4 mm+ domains detected
0 declared customers sellers.json
7,898 claimed customers ads.txt
77% Reseller Accounts
23% Direct Accounts
...
Quantcast

Quantcast helps create a more personalized digital world.

Buying System
11  unique domains
1.5 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
...
Mediavine

Mediavine is the largest exclusive ad management company in the U.S., and a Comscore top five lifestyle property.

Ad Network
11  unique domains
1.5 mm+ domains detected
8,926 declared customers sellers.json
3,694 claimed customers ads.txt
46 CMP ID
46 GDPR Vendor ID
0% Reseller Accounts
100% Direct Accounts
...
Amazon

Amazon is an international e-commerce website for consumers, sellers, and content creators.

Walled Garden
27  unique domains
1.4 mm+ domains detected
1,526 declared customers sellers.json
2,342 claimed customers ads.txt
GDPR Vendor ID
100% Reseller Accounts
1% Direct Accounts
...
PubMatic

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

Ad Exchange
20  unique domains
1.2 mm+ domains detected
3,679 declared customers sellers.json
98,854 claimed customers ads.txt
GDPR Vendor ID
50% Reseller Accounts
50% Direct Accounts