DoubleClick Ad Exchange (AdX) vs Google Publisher Tag

Head-to-head usage across the sites we track.

Top sites by authority

DoubleClick Ad Exchange (AdX) · Google Publisher Tag · how many of each technology's sites sit in the web's highest authority tiers

Open Page Rank scores 0 to 10 from the open web link graph; 9+ covers only a few hundred domains worldwide.

By country

DoubleClick Ad Exchange (AdX) · Google Publisher Tag · share of sites in each country using one or the other

United States 4,155

77,333

Canada 1,482

41,155

United Kingdom 1,884

40,696

India 1,916

32,440

Germany 1,926

31,191

France 1,743

29,042

Australia 935

27,204

Spain 1,307

26,508

Audience countries from the Chrome UX Report, top markets of either technology.

Real user performance

Median site's p75 values from the Chrome UX Report, Jun 2026. Lower is better; green meets Google's "good" threshold. This describes the sites that use each technology, not the technology's own overhead.

Sites that switched

Domains that dropped one technology and adopted the other within about a year, data nobody else gives away free.

All DoubleClick Ad Exchange (AdX) sites · All Google Publisher Tag sites