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.

CompanyDomainsNew Domains (%)Third-party Code (%)High-risk (%)Malware eventTotal CookiesCookies over 12 Months (%)Longest Cookie LifespanAverage JavaScript Download 4745Size(MBs)
Benchmark65316%93%2%Yes1,35137%7,985 years1.89
Endemic 151410%96%2%No1,13638%7,985 years0.98
Endemic 263110%96%2%Yes1,30535%68 years1.74
Endemic 346011%93%1%Yes95039%100 years2.32
News 167516%96%1%Yes1,45438%7,985 years2.27
News 262823%93%3%No1,19735%3,288 years1.42
News 362423%94%2%Yes1,10338%100 years0.61
News 487215%95%1%Yes1,91437%7985 years1.10
News 51,05527%95%2%Yes2,74832%7,985 years2.94
News 651612%95%2%Yes1,07639%68 years0.59
News 760218%75%2%No80437%25 years4.18
News 861013%92%1%No1,17439%100 years2.61

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:

  • 93% executing domains are third-party code
  • 10%+ reduction in vendors & domains compared to September
  • 64% of publishers experienced at least 1 overt malware event 
  • amount of third-party code is closely tied to malware event risk
  • 12% reduction in cookies since September
  • 73% of sites use cookies with lifespans of 100 years or more

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# of Third-Party


# of Active
Third-Party Cookies


# number of

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