U.S. Media Publishers Industry Index
Metrics derived from continuous monitoring of U.S. media publisher environments. This information is updated every 30 days.
| Company | Domains | New Domains (%) | Third-party Code (%) | High-risk (%) | Malware event | Total Cookies | Cookies over 12 Months (%) | Longest Cookie Lifespan | Average JavaScript Download 4745Size(MBs) |
|---|---|---|---|---|---|---|---|---|---|
| Benchmark | 398 | 9% | 86% | 0% | Yes | 716 | 40% | 7982 years | 1.69 |
| Endemic 1 | 461 | 6% | 34% | 0% | YES | 827 | 55% | 7,985 years | 1.1 |
| Endemic 2 | 454 | 4% | 94% | 0% | YES | 838 | 47% | 7,982 years | 1.78 |
| Endemic 3 | 107 | 6% | 82% | 0% | NO | 76 | 4% | 7,982 years | 0.95 |
| News 1 | 666 | 3% | 94% | 0% | NO | 1.182 | 32% | 7,985 years | 2.99 |
| News 2 | 1.099 | 0% | 97% | 0% | NO | 0 | 0% | 7,982 years | 0.7 |
| News 3 | 255 | 50% | 92% | 0% | NO | 389 | 6% | 7,985 years | 0.75 |
| News 4 | 428 | 5% | 93% | 0% | NO | 810 | 75% | 180 years | 1.64 |
| News 5 | 657 | 4% | 94% | 0% | YES | 2,484 | 64% | 7,982 years | 0.72 |
| News 6 | 495 | 7% | 94% | 0% | YES | 1,042 | 61% | 7,982 years | 1.78 |
| News 7 | 394 | 6% | 88% | 0% | NO | 647 | 63% | 7,982 years | 3.1 |
| News 8 | 470 | 6% | 91% | 0% | YES | 758 | 40% | 7,982 years | 3.07 |
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:
- 86% executing domains are third-party code, dramatic decrease
- amount of third-party code is closely tied to malware event risk
- 100% of websites dropped cookies persisting for more than 7,981 years
- 50% of websites experienced a malware event in August
- 118 increase in average cookies from May to June 2023
- JavaScript download size stabilizing throughout 2023
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