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Ad networks loaded

Programmatic advertising companies the page calls on to fill its slots.

Why it matters

When a visitor arrives, an auction takes place for their attention. The visitor is not told, as it would distract from the bidding. A page with one ad network holds a private sale. A page with five holds a market.

Each network brings its own scripts, its own cookies and its own view of what the visitor is worth. Page weight goes up. This is sometimes described as a cost. It is better understood as demand.

How Outhouse measures it

Outhouse matches every domain the page loaded against a list of programmatic ad networks and exchanges. Five or more scores in full.

This audit counts towards Ad Load, with a weight of 2. A category is 75% its two highest-scoring audits and 25% all of its audits, weighted, so a site is judged mostly on what it does most and partly on how many things it does.

How to improve your score

Install In-Content. Available on selected plans. See all products.