SunTrust: Google Has The Top Ad Exchange In Terms Of 'Inventory Quality'

SunTrust highlighted Google Inc GOOG GOOGL as one of the Leading Supply Side Operators in online advertising in a report issued Thursday.

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."

The Rubicon Project Inc RUBI, AppNexus, OpenX, PubMatic, SpotXchange and Millennial Media, Inc. MM were also mentioned as “leading independent sell-side operators.”

Google Inc recently traded at $503.63, down 1.25 percent.