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Who are the top SSPs (Supply Side Platforms, such as Google and OpenX) in the US based on amount of mobile traffic?
Hello! Thanks for asking Wonder for a list of the top SSPs (Supply Side Platforms) based on mobile traffic. It's my pleasure to respond to your query.
In short, of the SSPs with available relevant data, Rubicon Project takes the top SSP spot in total number of mobile visitors with 500 million during January 2016, but Gourmet Ads Network has the highest percentage of mobile traffic at 59.2%. Below, please find the results of my research, along with my research methodology.
METHODOLOGY
I began by familiarizing myself with SSPs. Then, I reviewed a variety of lists of top SSPs (here, here, and here) to gather company names to research. Some of these lists ranked SSPs by traffic, but they lump desktop and mobile traffic together. I then looked at the rankings for these companies at sites such as SimilarWeb and Alexa; however, these sources also combine mobile and desktop traffic, only providing separate statistics via professional membership. Then, I discovered Quantcast, which ranks "125 supply-side platforms" and analyzes mobile web traffic, separate from desktop. This source is somewhat limited as it can only provide data on companies that have shared their traffic results, but it is the only source I found that publicly segments desktop from mobile traffic.
I also reviewed the Pixalate Mobile Seller Trust Index (MSTI), which ranks SSPs by "more than 5 billion impressions based on five factors: reach, general invalid traffic (GIVT), sophisticated invalid traffic (SIVT), transparency, and precision and availability of location data." I have provided the Reach rankings for each of the companies I have identified to offer further context.
Therefore, I have evaluated several companies that appear on the MSTI rankings list and have cross-referenced them with the Quantcast database to analyze their mobile traffic. Again, not all SSPs have been profiled at Quantcast, so the following list is limited by that impediment.
(Note: SimilarWeb does offer desktop/mobile segmentation to registered users, so you may find additional data via that source if you choose to register for an account.)
THE LIST
1. RUBICON PROJECT
• Quantcast shows Rubicon Project had 500 million (41.6%) mobile visits and 700 million (58.3%) desktop visits during January 2016. Also, Rubicon Project is #1 in Quantcast's list of Top Global Ad Networks and Platforms, in terms of reach.
• Rubicon Project has a global Reach score of 97 (A) and a mobile in-app Reach score of 92 (A) for their mobile in-app MSTI ranking.
2. SOVRN
• Quantcast shows that Sovrn had 170.9 million (42.7%) mobile visits and 229.8 million (57.3%) desktop visits during January 2017.
• Sovrn has a global Reach score of 99 (A) in their overall MSTI ranking. They have no in-app score.
3. OPENX
• Quantcast shows that OpenX had 157.5 million (40.6%) unique mobile visits and 230.4 million desktop during January 2017. It placed #2 in Quantcast's list of Top Global Ad Networks and Platforms, in terms of reach.
• OpenX has a global Reach score of 96 (A) and a mobile in-app Reach score of 94 (A) for their mobile in-app MSTI ranking.
4. PULSEPOINT
• Quantcast shows that PulsePoint had 142.6 million (20.9%) mobile traffic and 539.3 million (79.1%) desktop traffic during January 2017.
• PulsePoint has a global Reach score of 99 (A) and a mobile in-app Reach score of 90 (A) for their mobile in-app MSTI ranking.
5. RHYTHMONE
• Quantcast shows that RhythmOne had 93.9 million (20.3%) mobile web visitors, 367.6 million desktop visitors (79.4%), and 1.4 million mobile app visitors (0.3%) during January 2017.
• RhythmOne has a global Reach score of 99 (A) and a mobile in-app Reach score of 95 (A) for their mobile in-app MSTI ranking.
6. ENGAGE:BDR
• Quantcast shows that Engage:BDR had 7.7 million (13.5%) in mobile visits and 49.4 million in desktop visits during January 2017. It placed #10 in Quantcast's list of Top Global Ad Networks and Platforms, in terms of reach.
• Engage:BDR has a global Reach score of 98 (A) and a mobile in-app Reach of 88 (A) for their mobile in-app MSTI ranking.
7. UNDERDOG MEDIA NETWORK
• Quantcast shows that Underdog Media Network had 24.7 million (35.7%) mobile visitors and 44.5 million (64.3%) desktop visitors during January 2017.
8. GOURMET ADS NETWORK
• Quantcast shows that had 7.9 million (59.2%) mobile visitors and 5.5 million (40.8%) desktop visitors in January 2017.
9. DEFY MEDIA
• Quantcast shows that had 7.2 million (52.5%) mobile web visitors, 6.4 million (46.8%) desktop visitors, and 0.1 million (0.7%) mobile app visitors during January 2017.
10. MATOMY CONTENT NETWORK
• Quantcast shows that Matomy had 1.6 million mobile visits and 1.6 million desktop visits during January 2016.
• Matomy has a global Reach score of 99 (A) and a mobile in-app Reach of 72 (B) for their mobile in-app MSTI ranking.
SUMMARY
To sum up, while Rubicon Project enjoys the most mobile visitors with 500 million during January 2016, Gourmet Ads Network boasts the highest percentage of mobile traffic at 59.2%.
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