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 | 447 | 13% | 93% | 1% | Yes | 807 | 43% | 3,171 years | 1.50 |
| Endemic 1 | 438 | 12% | 95% | 1% | Yes | 849 | 43% | 20 years | 0.70 |
| Endemic 2 | 495 | 9% | 95% | 1% | Yes | 898 | 41% | 5000 years | 1.60 |
| Endemic 3 | 378 | 12% | 93% | <1% | Yes | 737 | 46% | 100 years | 2.51 |
| News 1 | 448 | 12% | 94% | 0% | Yes | 756 | 45% | 100 years | 1.74 |
| News 2 | 521 | 16% | 96% | 1% | Yes | 892 | 39% | 100 years | 1.69 |
| News 3 | 436 | 18% | 94% | 1% | Yes | 781 | 45% | 3,171 years | 0.77 |
| News 4 | 614 | 14% | 95% | <1% | Yes | 1,224 | 40% | 50 years | 0.91 |
| News 5 | 558 | 11% | 94% | 1% | Yes | 961 | 42% | 68 years | 2.40 |
| News 6 | 251 | 6% | 94% | <1% | Yes | 496 | 45% | 50 years | 0.50 |
| News 7 | 372 | 13% | 78% | 1% | Yes | 540 | 45% | 25 years | 1.02 |
| News 8 | 403 | 17% | 91% | <1% | Yes | 741 | 46% | 100 years | 2.65 |
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
- amount of third-party code is closely tied to malware event risk
- 29% reduction in digital vendors/partners compared to January
- 38% reduction in cookies since January
- 100% publishers experience an overt malware event
- 54% of publishers sites use cookies with lifespans of 100 years or more
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