DIRECT lines for seats the publisher doesn't own
55 −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 55)
line 6 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 19 inmobi.com,cb6a6239dfec478f818c1ffca00ca440,DIRECT,83e75a7ae333ca9d
→ why=the same seat is labeled DIRECT by 45 different companies
line 44 opera.com, pub8613009987200, DIRECT, 55a0c5fd61378de3
→ why=the same seat is labeled DIRECT by 30 different companies
line 112 programmaticx.ai, 100682, DIRECT, b42d42eb28400efa
→ why=the same seat is labeled DIRECT by 40 different companies seat_owner=falcongames seat_domain=falcongames.com
line 113 targetbetter.com, 6481, DIRECT
→ why=the same seat is labeled DIRECT by 40 different companies seat_owner=fugo seat_domain=fugo.com.tr
line 119 themediagrid.com, VM75KS, DIRECT, 35d5010d7789b49d
→ why=the same seat is labeled DIRECT by 49 different companies seat_owner=Copper6 Ltd seat_domain=copper6.com
line 127 start.io, 139527569, DIRECT
→ why=the same seat is labeled DIRECT by 49 different companies seat_owner=Bigo seat_domain=bigo.tv
line 134 rubiconproject.com, 24400, DIRECT, 0bfd66d529a55807
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 71 different companies seat_owner=start.io Inc seat_domain=start.io
line 165 themediagrid.com, FWN84J, DIRECT, 35d5010d7789b49d
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 77 different companies seat_owner=Start.io Inc seat_domain=start.io
line 209 taboola.com, 1618213, DIRECT, c228e6794e811952
→ why=the same seat is labeled DIRECT by 52 different companies
line 280 admanmedia.com, 2269, DIRECT
→ why=the same seat is labeled DIRECT by 55 different companies seat_owner=Bigo seat_domain=bigo.sg
line 333 yabbi.me, 675d9254-4032-47ed-9074-b6ef4dbab522, DIRECT
→ why=the same seat is labeled DIRECT by 68 different companies
line 334 madex.world, 544b4c02-bccb-47eb-a8c2-0a6be081778b, DIRECT
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 68 different companies seat_owner=Madex seat_domain=madex.world
line 336 thebrave.io, 1234764, DIRECT, c25b2154543746ac
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 70 different companies seat_owner=bigo seat_domain=bigo.sg
line 386 oko.uk, a4eb11dd-9bc5-4d77-9877-71f69dcfc08f, DIRECT, b3511ffcafb23a32
→ why=the same seat is labeled DIRECT by 46 different companies
line 420 admatic.de, ade-pub-4967241771, DIRECT, uufps1dh5stc6euk
→ why=the same seat is labeled DIRECT by 44 different companies
line 428 google.com, pub-3990748024667386, DIRECT, f08c47fec0942fa0
→ why=the same seat is labeled DIRECT by 85 different companies
line 462 themediagrid.com, NC7LXT, DIRECT, 35d5010d7789b49d
→ why=the same seat is labeled DIRECT by 45 different companies seat_owner=THUNDER MONETIZATION PTE. LTD. seat_domain=thunder-monetize.com
line 463 criteo.com, B-081657, DIRECT, 9fac4a4a87c2a44f
→ why=the same seat is labeled DIRECT by 44 different companies
line 529 rubiconproject.com, 15268, DIRECT, 0bfd66d529a55807
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 112 different companies seat_owner=Unruly Group LTD seat_domain=unrulymedia.com
line 542 pubnative.net, 1008060, DIRECT, d641df8625486a7b
→ why=the same seat is labeled DIRECT by 57 different companies seat_owner=MELODONG LIMITED seat_domain=melodong.com
line 564 apester.com, 49071, DIRECT
→ why=the same seat is labeled DIRECT by 51 different companies
line 567 themediagrid.com, 9FRCA5, DIRECT, 35d5010d7789b49d
→ why=sellers.json lists the seat as INTERMEDIARY; the same seat is labeled DIRECT by 58 different companies seat_owner=TEAL DIGITAL GROUP LTD seat_domain=teal.works
line 584 limpid.tv, 203715, DIRECT
→ why=the same seat is labeled DIRECT by 37 different companies seat_owner=FugoMobile seat_domain=fugo.com.tr
line 603 tcl.com,Pub-968324,DIRECT
→ why=the same seat is labeled DIRECT by 44 different companies