SunTrust: Google Has The Top Ad Exchange In Terms Of 'Inventory Quality'
Google’s Inventory Quality Score (highlighted in Yellow) was an industry-leading 95 out of 100.
According to the report, the Supply Side Platforms give ad publishers the means to create rules for displaying ads in an effort to “maximize sell-through (minimize unsold inventory) and price and thus ad revenue yield.”
SunTrust analysts believed “Google, Facebook, AOL, and Twitter (mobile) to be leading sell-side providers."
"However," they note, this group is "also publishers and thus there is a perceived conflict of interest in that they complete with other publishers (ad sellers) and are trying to sell their own ad inventory to the advertisers."
Google Inc recently traded at $503.63, down 1.25 percent.
Latest Ratings for GOOG
|Jul 2016||JP Morgan||Maintains||Overweight|
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