SunTrust: Google Has The Top Ad Exchange In Terms Of 'Inventory Quality'

Courtesy of Benzinga.

SunTrust highlighted Google Inc (NASDAQ: GOOG) (NASDAQ: GOOGL) as one of the Leading Supply Side Operators in online advertising in a report issued Thursday.

Google’s Inventory Quality Score (highlighted in Yellow) was an industry-leading 95 out of 100.

According to the report, the Supply Side Platforms give ad publishers the means to create rules for displaying ads in an effort to “maximize sell-through (minimize unsold inventory) and price and thus ad revenue yield.”

SunTrust analysts believed “Google, Facebook, AOL, and Twitter (mobile) to be leading sell-side providers."

"However," they note, this group is "also publishers and thus there is a perceived conflict of interest in that they complete with other publishers (ad sellers) and are trying to sell their own ad inventory to the advertisers."

The Rubicon Project Inc (NYSE: RUBI), AppNexus, OpenX, PubMatic, SpotXchange and Millennial Media, Inc. (NYSE: MM) were also mentioned as “leading independent sell-side operators.”

Google Inc recently traded at $503.63, down 1.25 percent.

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