Ad clutter
On some pages one ad has the screen to itself; on others it shares it with many more. The rate card rarely shows the difference.
Open-web publisher quality
Your ad is only as good as the page it runs on.
DAX scores every open-web publisher in your media plan on ad clutter and page experience, from real Chrome visits, and ranks it against its own market. Find the pages where your ad competes for attention on a slow, crowded screen, before the budget goes out.
- Real Chrome data, not a crawler
- Ranked against your own market
- Your Excel plan, as it is
Score 5 sites from your plan, free
No sign-up, no card.
Two impressions at the same CPM are not the same impression.
Heavy pages
Ads that eat processor time and data slow the page down. Readers leave before your ad has even loaded.
Now measurable
Chrome now reports how many ads real visitors see, how much of the screen they cover and what they cost the device. DAX turns these new, experimental metrics into a score you can plan with.
How it works
Upload your plan
Excel or CSV, as your team already writes it. DAX finds the website, device, category and budget columns in the languages of all eight markets, and tells you about every line it could not use.
Every publisher is scored
From 0 to 100, weighing how much advertising the page carries against how the page performs for real visitors. Each site is ranked against comparable publishers in your market: on the same device, and in the same category when it has enough of them.
Move the money
See the cleanest and the most cluttered sites, the budget-weighted score of the whole plan and quality-adjusted CPMs. Export it, or share the report with your client.
What Chrome reports, and what it looks like
Every figure comes from the Chrome UX Report: what real visitors to these sites experienced over the last 28 days, on their own phones and computers. Nothing is crawled or simulated.
How much advertising the page carries
Ad density
The share of the screen covered by ads while someone scrolls. The higher it is, the less of the screen is left for the article — and for your ad.
Ad count
How many ads are on screen at the same time. Your impression is worth less when it is one of six than when it is one of two.
Ad weight
The processor time and the data the ads use during a visit. Heavy ads drain the battery, spend the visitor’s data and slow the page down.
How the page performs for the visitor
Largest Contentful Paint (LCP)
How long the main content takes to appear. Google calls 2.5 seconds or less good, and more than 4 seconds poor.
Interaction to Next Paint (INP)
How quickly the page answers a tap or a click. Good is 200 ms or less, poor is more than 500 ms.
Cumulative Layout Shift (CLS)
How much the page jumps while it loads — the ad that drops in and pushes the text down. Good is 0.1 or less, poor is more than 0.25.
The drawings show what each measure means, not any publisher’s figures. The ad measures are new and still experimental in Chrome; the three Core Web Vitals are Google’s own, with the thresholds Google publishes.
What a report tells you
Each line of the plan gets a score and, when it is low, the reason a visitor would notice.
- Budget-weighted score
- 63
- Publishers below 50
- 2 of 5
| Publisher | Category | Plan score | Main weakness |
|---|---|---|---|
| daily-news.example | News | 86 | — |
| sport-live.example | Sports | 78 | — |
| recipes-hub.example | Food | 61 | Heavy ad data |
| celebrity-buzz.example | Entertainment | 44 | Many ads on screen |
| deals-portal.example | Lifestyle | 32 | High ad density |
Which side are you on?
The same scores, read three ways: by the agency that builds the plan, the advertiser who pays for it, and the publisher who is in it.
Agencies
Defend every plan with data
Know the ad experience of every publisher you propose before your client asks. Drop the weak ones before you buy, and take the list straight into your buying platform.
- Unlimited plan analyses, from your Excel or CSV as it is
- The full market index and a ranking of every publisher by name
- Inclusion and exclusion lists for DV360, The Trade Desk and Google Ads
- Saved lists, with an email when the monthly refresh changes them
- A report and CSV to show your client why you chose, or dropped, a site
- Up to 5 users
Plans (excl. VAT)
Media Plan Audit€990a single plan
Annual€6,990 / yearevery plan, all year
Lists suggest; the buying decision stays with you.
See all plansAdvertisers
See where your budget really runs
Before you sign off your agency’s plan, and after the campaign: are your ads on clean pages or on crowded, slow screens? See it independently.
- A score and the main weakness of every publisher in the plan
- Where each publisher stands in its market
- The budget-weighted score of the whole plan, and quality-adjusted CPMs
- Up to 5 runs in 30 days: check the revised plan again
- After the campaign: the sites you bought, on the latest 28 days of data
Plans (excl. VAT)
Media Plan Audit€990one plan
Annual€6,990 / yearevery plan, all year
DAX looks at the latest 28 days, not a chosen period; just after a campaign that is close to its dates. It measures the pages, not your impressions: that is the job of verification tools.
See all plansPublishers
Know where you rank, and why
Where does your ad experience stand against the other publishers in your category and your market, what holds it back, and what changes when you fix it?
- Your rank in your category and in the market, on phone and desktop
- Every metric against your category’s median
- Weekly trend, and a new measurement after you change something
- With Site Monitor: your score and rank by email after every monthly refresh
- Free: prove the site is yours to ask for a correction (a wrong category, a missing site)
Plans (excl. VAT)
Site Report€22030 days, 3 runs
Site Monitor€1,100 / yearmonthly email, unlimited reports
Paying never changes a score or a rank. Other publishers are not named in your report.
See all plansFree for everyone: a snapshot of up to 5 sites from a plan, and the summary of each market’s index. Run the free snapshot
Eight markets, each on its own benchmark
A German plan is compared with German publishers, a Polish plan with Polish ones. Each market has its own index and is sold on its own.
- France
- Germany
- Italy
- Netherlands
- Nordics
- Poland
- Turkey
- United Kingdom
Built on data you can check
Real visits
The Chrome UX Report: anonymous measurements from real Chrome users, at the 75th percentile over 28 days.
Every score explained
Each score shows the metrics and the comparison behind it. Sites without enough data are marked as such, never scored as zero.
Clear about its limits
DAX does not measure viewability, invalid traffic or brand safety, and it is not a Google rating. It covers websites, not social platforms, YouTube, apps or CTV.
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.
Pricing
A Site Report on one site is €220. A one-off Media Plan Audit is €990 for one plan in one market. Following one site for a year with Site Monitor is €1,100, and the annual subscription is €6,990 a year for one market, with unlimited analyses. Prices exclude VAT.
See all plansQuestions
Where does the data come from?
From the Chrome UX Report (CrUX), which Google publishes under the CC BY 4.0 licence: anonymous, aggregated measurements from Chrome users who share usage statistics. DAX scores and compares them; it does not crawl sites.
Does DAX measure my campaign?
No. DAX measures the pages: how heavy the advertising is and how the page behaves for real visitors, over the latest 28 days. How many of your impressions were seen, or by whom, is measured by ad verification tools.
Can a publisher pay for a better score?
No. Every site is scored the same way from the same public data. Buying a Site Report or Site Monitor, or verifying a site, never changes its score or its rank.
Is this a Google rating?
No. DAX is independent. The scores are ours, relative to the publishers in the same market, and Google does not endorse them.
What happens to sites with little traffic?
When Chrome has too little data for a site, the report says so. The site is never given a score of zero, and it does not pull your average down.
Do I have to reformat my plan?
No. Upload the Excel or CSV you already have. DAX finds the header row and the columns in English, Turkish, German, French, Italian, Polish, Dutch and the Nordic languages, and you can correct its choices before running the analysis.
What does the free snapshot include?
Up to 5 websites against one market: the average score, your strongest publishers and the ones with the weakest experience, each with the main reason. No sign-up.
Start with 5 sites from your plan.
Free, with no sign-up. You see the average score, your strongest publishers and your weakest ones.
Run the free snapshot