DIRECT lines for seats the publisher doesn't own
252 −25 ptsDIRECT should mean the publisher controls the account. These seats are listed as intermediaries by the ad system itself, or are labeled DIRECT by many unrelated companies, so they belong to a reseller. Buyers who prefer DIRECT paths end up paying for an extra hop.
How to fixUse DIRECT only for accounts your company controls. Ask each partner whether the seat is yours; if not, change the line to RESELLER.
Evidence (25 of 252)
line 440 xandr.com,12745,DIRECT,f5ab79cb980f11d1
→ why=the same seat is labeled DIRECT by 10 different companies
line 944 pubmatic.com, 160565, DIRECT, 5d62403b186f2ace
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 45 different companies seat_owner=Tapjoy seat_domain=tapjoy.com
line 945 pangleglobal.com, 9898, DIRECT
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 42 different companies seat_owner=Tapjoy, Inc. seat_domain=fingersoft.com
line 949 synacor.com, 82460, DIRECT, e108f11b2cdf7d5b
→ why=the same seat is labeled DIRECT by 50 different companies
line 953 opera.com, pub6584435113344, DIRECT, 55a0c5fd61378de3
→ why=the same seat is labeled DIRECT by 33 different companies
line 962 pubmatic.com, 162223, DIRECT, 5d62403b186f2ace
→ why=the same seat is labeled DIRECT by 25 different companies seat_owner=Opera seat_domain=opera.com
line 975 toponad.com, 16385e313a271a, DIRECT, 1d49fe424a1a456d
→ why=the same seat is labeled DIRECT by 98 different companies
line 1411 google.com, pub-3940256099942544, DIRECT, f08c47fec0942fa0
→ why=the same seat is labeled DIRECT by 39 different companies
line 1867 smaato.com, 1100004890, DIRECT, 07bcf65f187117b4
→ why=the same seat is labeled DIRECT by 165 different companies seat_owner=Smaato Managed seat_domain=smaato.com
line 1893 mars.media, 107876, DIRECT, 8624339f102fb076
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 47 different companies seat_owner=Smaato Inc. seat_domain=smaato.com
line 1910 se7en.es, 212459, DIRECT, 064bc410192443d8
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 10 different companies seat_owner=Smaato inc. seat_domain=smaato.com
line 2284 pubmatic.com, 159856, DIRECT, 5d62403b186f2ace
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 22 different companies seat_owner=Google LLC (via EB) seat_domain=google.com
line 2285 pubmatic.com, 162159, DIRECT, 5d62403b186f2ace
→ why=sellers.json lists the seat as INTERMEDIARY seat_owner=CENTURY GAMES PTE LTD (via EB) seat_domain=google.com
line 2291 rubiconproject.com, 23780, DIRECT, 0bfd66d529a55807
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 66 different companies seat_owner=Google seat_domain=google.com
line 2292 rubiconproject.com, 23778, DIRECT, 0bfd66d529a55807
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 66 different companies seat_owner=Arsus Technologies Ltd seat_domain=reklamup.com
line 2293 pubmatic.com, 161141, DIRECT, 5d62403b186f2ace
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 66 different companies seat_owner=Reklam Up (via EB) seat_domain=google.com
line 2294 criteo.com, B-062970, DIRECT, 9fac4a4a87c2a44f
→ why=the same seat is labeled DIRECT by 65 different companies
line 2295 themediagrid.com, 81MGSH, DIRECT, 35d5010d7789b49d
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 65 different companies seat_owner=Arsus Technologies Ltd seat_domain=reklamup.com
line 2296 sharethrough.com, nJscjtOy, DIRECT, d53b998a7bd4ecd2
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 66 different companies seat_owner=ReklamUp - OB seat_domain=google.com
line 2302 inmobi.com, 445a21be4613492a9545763b8c4bc548, DIRECT, 83e75a7ae333ca9d
→ why=the same seat is labeled DIRECT by 65 different companies
line 2310 sharethrough.com, Uc8GWHvM, DIRECT, d53b998a7bd4ecd2
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 36 different companies seat_owner=A4G Network - OB seat_domain=google.com
line 2323 inmobi.com,cb6a6239dfec478f818c1ffca00ca440,DIRECT,83e75a7ae333ca9d
→ why=the same seat is labeled DIRECT by 45 different companies
line 2348 opera.com, pub8613009987200, DIRECT, 55a0c5fd61378de3
→ why=the same seat is labeled DIRECT by 30 different companies
line 2379 mobupps.com,c74d97b01eae257e44aa9d5bade97baf9807,DIRECT
→ why=the same seat is labeled DIRECT by 5 different companies seat_owner=Inspired Square seat_domain=inspiredsquare.com
line 2380 catapultx.com,141027,DIRECT
→ why=the same seat is labeled DIRECT by 5 different companies