The most widely adopted advertising technologies in the programmatic ecosystem, ranked by the number of publisher websites using them.
Methodology: Technologies ranked by unique publisher domains listing them in ads.txt as a monetization partner. Data from Red Volcano's weekly crawl of 32M+ websites.
Pubmatic leads with 48,300 publishers, followed by Rubiconproject (29,640) and Sonobi (17,405). The top technology has 10.8x the publisher reach of the #10 entry (Lijit).
| Rank | Technology | Publisher Count | Domain |
|---|---|---|---|
| 1 | Pubmatic | 48,300 | pubmatic.com |
| 2 | Rubiconproject | 29,640 | rubiconproject.com |
| 3 | Sonobi | 17,405 | sonobi.com |
| 4 | Freestar | 16,912 | freestar.com |
| 5 | Smaato | 11,961 | smaato.com |
| 6 | Sharethrough | 10,745 | sharethrough.com |
| 7 | Openx | 8,356 | openx.com |
| 8 | Aniview | 8,354 | aniview.com |
| 9 | Taboola | 7,933 | taboola.com |
| 10 | Lijit | 4,475 | lijit.com |
Red Volcano tracks over 2,000 advertising technologies across 32M+ publisher websites. Filter by technology, publisher vertical, country, and more.
Pubmatic is the most widely adopted ad technology, found on 48,300 publisher websites according to Red Volcano's data.
Red Volcano identifies ad technologies by scanning ads.txt files for monetization partner entries. Each unique domain in a publisher's ads.txt represents an active technology partnership.
This ranking includes SSPs, ad exchanges, ad networks, and other supply-side platforms that appear in publishers' ads.txt files. It reflects the full spectrum of programmatic monetization technologies.
Red Volcano refreshes data weekly. Technology adoption shifts gradually, so this quarterly ranking captures meaningful changes in the ecosystem.