Microsoft Advertising vs Smart Ad Server

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

Top sites by authority

Microsoft Advertising · Smart Ad Server · 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

Microsoft Advertising · Smart Ad Server · share of sites in each country using one or the other

United States 180,700

4,364

Italy 113,422

2,432

Germany 98,787

2,548

United Kingdom 87,840

2,443

France 76,969

2,741

Netherlands 64,450

1,968

Spain 58,253

2,660

India 59,005

1,765

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, Sep 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 Microsoft Advertising sites · All Smart Ad Server sites