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Sellers Report – Feb 2024

By February 7, 2024March 11th, 2024No Comments
Supply Path Optimization

Ads.txt Lines:

Over the past 2 weeks around 75k+ new ads.txt lines have been added and close to 70k+ existing ads.txt lines were removed. This indicates that publishers are actively seeking new partnerships and regularly revising their existing connections, leading to frequent changes in ads.txt lines.

The provided snapshot illustrates the distribution of line changes among different tiers of publishers. While looking closely, it appears that Tier-3 shows a significant positive net change in ads.txt lines, with an increase of approximately 9,000 lines. Conversely, Tier-1 and Tier-2 exhibit a decline of over 1,000 lines in net changes.

Market Shakers:

Identifying the total changes in ads.txt lines, we spotlight the SSPs that are making a significant impact on the industry by influencing substantial modifications, breakdown by publishers tiers

  • Following Minutemedia’s acquisition of STN Video, there has been a substantial surge in the addition of ads.txt lines, as these lines reflect the integration of STN Video SSP into Minutemedia’s direct connections.
  • Unruly, Adform, and Smartadserver remain among the top five SSPs in terms of net change of ads.txt lines in both the previous and current sellers reports, indicating their ability to perform consistently in getting newer connections.
Fortnight Sellers Report - 2 Blog

Tier 1 Publishers

Despite an overall decline of over 1k lines in Tier 1 ads.txt, signifying a reduction in connections, the following highlights the top five SSPs where publishers are actively seeking to expand their connections.

Tier 2 Publishers:

A similar pattern is observable in Tier 2 publishers, mirroring the trend observed in Tier 1. Despite an overall reduction of 1,000 ads.txt lines, below are the top SSPs who gained the most number of lines.

Tier 3 Publishers:

As we saw, their ads.txt lines have increased over 9k, below are the top SSPs who contributed to that spike.

Fortnight Sellers Report - 2 Blog

Big Winners:

Analyzing the changes in direct connections among the connected publishers in the past week, the following SSPs appear as top domain gainers across each tier that we segregated SSPs based on their rank/coverage.

Leaderboard Dynamics:

We’ve assigned ranks to each SSP based on their direct coverage among the top 10,000 publishers. Below, we highlight the significant jumps in ranks for top SSPs observed in the past week.

  • Within a brief span of two weeks, MOBKOI has gained more than 200 new direct connections. This upsurge has catapulted them up the Tier 3 leaderboard by 698 positions.
  • Observing Mobkoi’s current trends suggests that they’re gearing up to elevate from Tier 3 to Tier 2, securing a standout position in the midst of new contenders and a strong competitor to kargo in mobile advertising.
Leaderboard Dynamics:

Need More Insights:

For additional insights into this report and the CI Dashboard, which serves as the foundation for the seller’s report, don’t hesitate to contact us at [email protected].

Sellers Report DataBeat’s Methodology:

  • Analyzing ads.txt files from the top 10k US publishers
  • Tracking changes in publishers and SSPs across various categories over the past two weeks
  • Publishers are categorized into three tiers based on their ranks, determined by traffic volume:
  1. Tier 1: 1 to 500
  2. Tier 2: 501 to 2000
  3. Tier 3: 2001 to 10000       
  • Similarly, SSPs are ranked based on the number of direct connections and are classified into three tiers:
  1. Tier 1: 1 to 50
  2. Tier 2: 51-150
  3. Tier 3: 151 – 500
  • Ads.txt lines, Domain gains, and Ranking dynamics as key metrics

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