Adalytics
Research firm whose 2023 report exposed where Google's search partner ads were really appearing.
USA · founded 2020 · adalytics.io
What Adalytics does
Adalytics is a small ad-measurement and research company. It analyses the records of where ads were actually delivered and publishes detailed reports when the results differ from what advertisers were told.
Its November 2023 report on Google Search Partners is the most important outside study of the network that search arbitrage depends on. It said it had found tens of thousands of partner websites, where Google's help pages spoke of hundreds, including pornographic, piracy and sanctioned sites, and a large number of parked domains. AdExchanger reported its estimate that the network handled about $10.5 billion of ad spend a year. Google disputed the findings.
The pressure that followed is part of why Google later gave advertisers placement reports, third-party exclusion lists, and removed parked domains.
How it makes money
Sells impression-level measurement and analysis to brands and agencies.
Where it meets invalid traffic
Not a filter but an auditor: it documents invalid, unsafe or misdescribed placements after the fact.
Products
- Ad log analysis
- Research reports