• by Ray Schultz , July 15, 2024

Google Ad Exchange takes the prize as the programmatic seller most used by sites flagged as Made For Advertising (MFA) sites, according to Pixalate’s May 2024 Web MFA Risk Analysis. 

In May, Google Ad Exchange sold ads on 72% of MFA sites, up from 67% in April. Magnite was second with 33%, down from 50% in that month.

Third was Xandr Monetize, with 31% compared to 45% in April. 

Sharethrough, in fourth place, sold ads on 28%, a falloff from 43% in April, and Equativ did 25%, lower than the 36% recorded in April. 

In contrast, Bright Mountain Media sold the lowest amount at less than 1%.

Here are the open programmatic sellers ranked by the highest estimated ad spend on MFA sites:

• Magnite—18% (up from 17% in April)
• PubMatic—12% (down from 13% in April)
• Equativ—9%  (down from 10% in April)
• Index Exchange—8% (unchanged)
• Xandr Monetize—7% (unchanged)

Pixalate's data science team analyzed over 300 million open programmatic ad impressions.