U.S. Media Publishers

Digital Risks, discovered.

U.S. Media Publishers Industry Index

Metrics derived from continuous monitoring of U.S. media publisher environments. This information is updated every 30 days.

CompanyVendorsDomainsNew Domains (%)Third-party Code (%)High-risk (%)Total CookiesCookies over 12 Months (%)Longest Cookie LifespanAggregate Load Time(Sec)Average JavaScript Download 4745Size(MBs)
Benchmark44572716%92%3%1,53336%7,985 years3.941.87
Endemic 136956516%94%4%1,20740%7,985 yrs3.841.20
Endemic 247574113%96%3%1,55238%7,985 yrs2.651.72
Endemic 334150214%92%2%1,11130%100 yrs3.171.87
News 151174413%94%2%1,46940%7,985 yrs3.843.01
News 241062914%95%3%1,30936%3,288 yrs5.191.37
News 35541,10730%95%6%2,60631%7,985 yrs3.470.58
News 451077614%94%2%1,62135%100 yrs3.790.99
News 548481115%94%2%2,30033%7,985 yrs3.973.27
News 64075858%95%2%1,28339%50 yrs6.730.81
News 736484224%67%3%1,03535%7,985 yrs2.703.44
News 847169312%90%2%1,37040%7,985 yrs3.992.31

Key Learnings:

Ad-supported websites are a multi-billion dollar business, enabling free access to a significant amount of media content. Programmatic and real-time bidding help publishers monetize their content, but they also introduce a host of issues from malware and redirects to creative and regulatory violations. On average, the U.S. Media sector experienced:

  • 92% executing domains are third-party code
  • 8% increase in vendors & domains compared to August
  • 16% new domains month-over-month, still lower than the industry's typical 18-20% 
  • 81% of cookie lifespans were 1,000 years or more
  • 7,985 years remains the longest cookie lifespan, steady for the past 12 months
  • 1.87MB JavaScript size is trending lower, but still high

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