Index · United States · October 2026Free summary
United States Open Web Ad Experience Index
How much advertising gets in the way on the US’ 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.
Key findings
- On phone, the typical publisher shows 1.16 ads on screen at a time, covering 13% of the screen.
- Among categories with at least 20 publishers, Technology has the densest ads on phone (51 publishers, median 15% of the screen) and Sports the least (29 publishers, 8%).
- Ads use a median 5.3 s of processor time per visit on phone and 12.6 s on desktop, and download 5.4 MB and 6.5 MB respectively.
- 63% of publishers meet all three Core Web Vitals on phone, and 65% on desktop.
- On phone, publisher experience is best for National (median score 63.6) and lowest for Local (59.6).
- Over the last 4 weeks, at least one ad metric worsened by 20% or more for 22% of publishers on phone.
The typical publisher on phone
Medians across 503 publishers of each site’s p75 value.
By category
Lower is better. Bars show the median publisher; the dashed line is the median across all publishers.
National and local · Phone
Medians across each group’s publishers. Scores compare every publisher with all publishers in the index, so the two groups can be read against each other and against the total. Categories are not split by group, because local publishers are almost all news.
| Reach | Publishers | Ad count | Ad density | CWV pass | Publisher experience |
|---|---|---|---|---|---|
| National | 358 | 1.16 | 13% | 71% | 63.6 |
| Local | 145 | 1.16 | 13% | 43% | 59.6 |
| All publishers | 503 | 1.16 | 13% | 63% | 62.3 |
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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
Comes with the Annual Plan Analysis. Each market is a separate subscription.
Get the full indexMethodology
- 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 503 US 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: the United States 54.7% (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.
- United States: The index holds two groups of publishers as one market: national publishers, read across the country, and local ones — metro newspapers and the television station sites where most local news is read. Their ad load differs enough that a single pool would describe neither, so every publisher is scored against the whole index and the table shows where each group sits within it.
- United States: Most national US publishers have large audiences abroad, so the figures describe US publishers rather than US visitors. Local publishers are read at home, which is why the two groups are shown apart.
- United States: Publishers that declare no authorised seller in their ads.txt return no ad data from Chrome and are not in the index, among them MSNBC, The Athletic and Harvard Business Review.
- United States: Political publishers are included, from both sides. They appear in media plans, and what is measured is the advertising experience, not the editorial.
Generated 10 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.