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.
| Company | Vendors | Domains | New Domains (%) | Third-party Code (%) | High-risk (%) | Total Cookies | Cookies over 12 Months (%) | Longest Cookie Lifespan | Aggregate Load Time(Sec) | Average JavaScript Download 4745Size(MBs) |
|---|---|---|---|---|---|---|---|---|---|---|
| Benchmark | 445 | 727 | 16% | 92% | 3% | 1,533 | 36% | 7,985 years | 3.94 | 1.87 |
| Endemic 1 | 369 | 565 | 16% | 94% | 4% | 1,207 | 40% | 7,985 yrs | 3.84 | 1.20 |
| Endemic 2 | 475 | 741 | 13% | 96% | 3% | 1,552 | 38% | 7,985 yrs | 2.65 | 1.72 |
| Endemic 3 | 341 | 502 | 14% | 92% | 2% | 1,111 | 30% | 100 yrs | 3.17 | 1.87 |
| News 1 | 511 | 744 | 13% | 94% | 2% | 1,469 | 40% | 7,985 yrs | 3.84 | 3.01 |
| News 2 | 410 | 629 | 14% | 95% | 3% | 1,309 | 36% | 3,288 yrs | 5.19 | 1.37 |
| News 3 | 554 | 1,107 | 30% | 95% | 6% | 2,606 | 31% | 7,985 yrs | 3.47 | 0.58 |
| News 4 | 510 | 776 | 14% | 94% | 2% | 1,621 | 35% | 100 yrs | 3.79 | 0.99 |
| News 5 | 484 | 811 | 15% | 94% | 2% | 2,300 | 33% | 7,985 yrs | 3.97 | 3.27 |
| News 6 | 407 | 585 | 8% | 95% | 2% | 1,283 | 39% | 50 yrs | 6.73 | 0.81 |
| News 7 | 364 | 842 | 24% | 67% | 3% | 1,035 | 35% | 7,985 yrs | 2.70 | 3.44 |
| News 8 | 471 | 693 | 12% | 90% | 2% | 1,370 | 40% | 7,985 yrs | 3.99 | 2.31 |
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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