PubRankPublisher Experience Scores

Index · Italy · September 2026Free summary

Italy Open Web Ad Experience Index

How much advertising gets in the way on Italy’s open-web publishers, and how fast their pages feel — measured on real Chrome visits and summarised by category. No individual publisher is named.

This is the public summary of the index. Figures are medians across publishers; no individual publisher is named.

302 publishers · Chrome UX Report data 1 September 2026 → 28 September 2026 · Score v1.0.0

Key findings

  1. On phone, the typical publisher shows 1.01 ads on screen at a time, covering 18% of the screen.
  2. Among categories with at least 20 publishers, Food has the densest ads on phone (22 publishers, median 21% of the screen) and Technology the least (25 publishers, 17%).
  3. Ads use a median 5.0 s of processor time per visit on phone and 7.3 s on desktop, and download 3.5 MB and 3.0 MB respectively.
  4. 51% of publishers meet all three Core Web Vitals on phone, and 62% on desktop.
  5. Over the last 4 weeks, at least one ad metric worsened by 20% or more for 43% of publishers on phone.

The typical publisher on phone

Medians across 300 publishers of each site’s p75 value.

Ads on screen at a time1.01
Screen covered by ads18%
Ad processor time5.0 s
Ad data per visit3.5 MB
Pass all Core Web Vitals51%

By category

Lower is better. Bars show the median publisher; the dashed line is the median across all publishers.

  • Food2221%
  • Entertainment3021%
  • Sports2821%
  • Finance2719%
  • Education1719%
  • Health1219%
  • Lifestyle2618%
  • Automotive2318%
  • News6717%
  • Technology2517%
  • Other categories2315%

All publishers: 18% · Ad density · number after each category = publishers

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In the full index

  • Every ad metric, Core Web Vitals and sub-score for each category
  • Spread across publishers (25th–75th percentile)
  • Weekly trends and which categories are getting heavier
  • CSV download and print-ready report
  • Media plan analysis against this market’s benchmark

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Methodology

  • Data: Chrome UX Report (CrUX), Google’s public dataset of anonymous measurements from real Chrome users. Each site’s value is the 75th percentile (p75) of visits over a 28-day window. Chrome on iOS and in-app browsers are not included.
  • Publishers: The comparison pool is 302 Italian publisher sites, chosen from a candidate list of the market’s publishers in news, sport, business, technology, lifestyle, automotive and other categories. Only sites with enough Chrome UX Report data and detectable ads stay in the pool. Ad-free publishers, apps, social platforms and YouTube are out of scope. The pool is refreshed every month. CrUX has no country filter, so a site’s figures include its visitors from abroad. Site names are not given in the free summary; the named ranking is part of Annual Plan Analysis. A site in your plan does not need to be on this list: sites outside it are still measured and compared with this pool. If a site should be on the list, write to support@briftek.com.tr.
  • Figures: Category values are medians across publishers; tooltips show the middle half (25th–75th percentile). Categories with fewer than 10 publishers are combined into “Other categories”.
  • Scores: Ad load is ranked against all publishers on the same device, page experience uses Google’s Core Web Vitals thresholds, and publisher experience combines the two. Scores are relative, not a Google rating.
  • Limits: The ad metrics are experimental in CrUX and have only a few weeks of history. Chrome detects ads from known ad technology, so native or first-party ads can be missed. The index does not measure viewability, invalid traffic or brand safety.
  • Coverage: Chrome’s share of page views in August 2026: Italy 72% (StatCounter, page views, not people). The index describes those visitors: visits from an iPhone or iPad are in no browser’s CrUX data, and other browsers report nothing at all.
  • Italy: The public broadcaster’s news site (RaiNews) carries advertising and is included. Some large publishers, including Fanpage, return no ad data from Chrome even though they carry advertising, so they are not in the index. Swiss Italian-language publishers are not included.

Generated 2 October 2026.

Contains data from the Chrome UX Report by Google, licensed under CC BY 4.0. The data has been aggregated and scored for this report. Not affiliated with or endorsed by Google.