SSPs & sell-side

Ten sell-side front doors carry 166 claims over 47 captured pages; 57 are outcome claims, 24 implied and 33 with a stated metric, none guaranteed.

Two constructs share the same page: buyer performance (ROAS, cost per action, CPM) in 15 outcome claims across five sites, and media-owner revenue, yield or fill in 7 across five.

Attention and brand lift stand in for a business result in 11 outcome claims across five sites; reach and match rate carry 9 across four.

Of the 57 outcome claims, 23 name a client, 13 give a number with no named source, 7 cite a third party and 0 show a method; 143 of 166 claims read as declared advocacy.

The only third-party stated metric coded arbiter fact is “272% ROI from forrester tei study” triplelift.com, which names the auditor and the study form but not the period or the basis.

The word incremental appears on five pages, twice inside case-study titles — “+25% Incremental Reach” equativ.com and “Unique and Incremental Demand” pubmatic.com — and no page shows a holdout, baseline or window.

No page states a take rate or ties a fee to a result; “guaranteed” occurs once, as an inventory type, in “Hit your goals with price efficiency via open, private, guaranteed (PG), and curated marketplaces.” magnite.com, and the nearest fee language is “No additional curation fee.” media.net.

Of 39 pillars, 19 keep their evidence on a page other than the door and 8 carry none; the case-study index at Index Exchange returns 404, the Magnite listing is script-loaded, and three Sharethrough pages are robots-disallowed, so the read stops at what was served.