Amazon
Amazon in this index is the label for requests going to Amazon-operated destinations that are not already attributed to a more specific entry. Amazon's hosting domain amazonaws.com is counted separately and appears on 18 of these same sites, and Amazon Ads and Amazon CloudFront are separate entries too, which is a useful reminder that one company can reach a page by several different roads at once. This entry was detected on 56 of the 5,294 sites measured, 1.1 percent, ranking 82nd of the 88 companies here by reach.
Second of 88 for companies on the page
The median site where this entry appeared contacted 22 separate companies. That is 2nd of the 88 companies in this index by median companies contacted. Median third-party requests: 96, 4th of 88. Median trackers: 5, 5th of 88. Median companies contacted before the banner window closed: 12, 4th of 88, level with three others. Every weight measure in the file sits inside the top five, while reach sits at 82nd of 88. It is a narrow footprint on extremely busy pages, and the narrowness is partly an artefact of the labelling: the sites where Amazon reaches you only through its cloud or its ad network are counted under those names instead.
Five more after the window closes
54 of the 56 sites, 96.4 percent, had a company contacted before the banner window closed, which ranks 17th of 88. Median first contact came at 802 milliseconds, 20th of 88, and the quickest recorded across the set was 75 milliseconds. After the window, the median number of further companies contacted is 5. The median before is 12 and the median after is 5; those are two separate distributions rather than two halves of one page, but together they describe a load in which third-party work does not stop when the banner appears.
The early share is where the sites diverge
Company totals are high across the examples, but how much of that total lands inside the window varies enormously. techcrunch.com registered 34 companies and every one of them was inside, with first contact at 82 milliseconds. mcafee.com registered 33 and only 7 were inside, first contact at 991. dell.com registered 15 with 4 inside, at 1,352 milliseconds. corriere.it registered 23 with 11 inside. At the other extreme genius.com registered 15 with all 15 inside at 126 milliseconds, imgur.com 14 with all 14, redfin.com 21 with 20, and time.com 26 with 22. The same total can fall almost entirely on either side of the banner depending on how the page is ordered, which is why the two counts are recorded separately rather than as one number.
Who else is on these pages
Google was present on 40 of the 56 sites, 71.4 percent. Then amazonaws.com and Comscore on 18 each, 32.1 percent; aditude.io and fastclick.net on 13 each, 23.2; crwdcntrl.net on 12, 21.4; htlbid.com on 11, 19.6; id5-sync.com on 9, 16.1; ad-delivery.net and confiant-integrations.net on 8 each, 14.3. Apart from Google and the hosting domain, every name on that list is an advertising or measurement service, each sitting on between a seventh and a third of the set. This is a display-advertising profile, not a general commercial one.
Forty-five of fifty-six carry a banner
45 of the 56 sites showed a recognisable consent tool: the IAB TCF signal on 23, OneTrust on 15, Osano on 6 and Cookiebot on 1, counted as sightings rather than shares because a site can carry more than one. A publisher framework signal alongside two enterprise vendors matches the site list, which runs from techcrunch.com and time.com through to dell.com and mcafee.com. Two sites in the examples sit far below the rest: amazonalexa.com at 3 companies and amazon.in at 5, both of them Amazon's own properties, both without a recognisable banner. allaboutcookies.org is in the set as well, at 11 companies with 7 inside the window.
| Site | Companies | Before consent | First contact |
|---|---|---|---|
| soundcloud.com | 15 | 11 | 228 ms |
| dell.com | 15 | 4 | 1352 ms |
| amazonalexa.com | 3 | 3 | 914 ms |
| mcafee.com | 33 | 7 | 991 ms |
| time.com | 26 | 22 | 157 ms |
| techcrunch.com | 34 | 34 | 82 ms |
| imgur.com | 14 | 14 | 216 ms |
| amazon.in | 5 | 5 | 190 ms |
| allaboutcookies.org | 11 | 7 | 915 ms |
| genius.com | 15 | 15 | 126 ms |
| corriere.it | 23 | 11 | 986 ms |
| redfin.com | 21 | 20 | 467 ms |
| Tool | Sites |
|---|---|
| IAB TCF consent tool | 23 |
| OneTrust | 15 |
| Osano | 6 |
| Cookiebot | 1 |
Seen on the same pages
Companies most often contacted by the same sites. Co-presence only — the crawl records what arrived, not who called whom.
- GoogleTogether on 40 of these sites
- amazonaws.comTogether on 18 of these sites
- ComscoreTogether on 18 of these sites
- fastclick.netTogether on 13 of these sites
- crwdcntrl.netTogether on 12 of these sites
- id5-sync.comTogether on 9 of these sites
- ad-delivery.netTogether on 8 of these sites
Questions
What does the Amazon entry cover?
Requests to Amazon-operated destinations that are not attributed to a more specific entry in this index. Amazon's cloud hosting, its content delivery network and its advertising business each have their own entry, so a page can appear under several of them at once — amazonaws.com is on 18 of these 56 sites.
Why only 56 sites if Amazon is everywhere?
Because the reach is split across the separate entries described above. 56 sites places this entry 82nd of the 88 companies here, and that ranking measures this label rather than Amazon's total presence in the corpus.
What is the difference between the 12 before and the 5 after?
Both are medians taken across the same 56 sites but over different quantities: how many companies were contacted before the consent window closed, and how many were first contacted after it. They are supplied as separate measurements and cannot be combined arithmetically into a page total.
Are 22 companies on a page unusual?
For this index, yes. It ranks 2nd of the 88 companies here on median companies contacted, and the accompanying median of 96 third-party requests ranks 4th of 88.