Can 6sense finally share a domain list available for advertising?

strauss

Sort of. At the very least, I’m hoping to bring you greater transparency into how we maintain inventory and shape traffic to give you peace of mind in where your ads run. 

The 6sense DSP has access to a broad range of inventory through all major ad exchanges, including Comscore’s ‘Top 100’ properties, business and local media, news organizations, trade publications, and portals. We actively curate inventory to ensure ad impressions are served in business-friendly environments. The fact is that we have access to far more impressions and far more publishers than we need (in effect, all publishers who make their impressions available to open programmatic demand), so we focus our time (and technology) on pruning down to the most consistent and trusted results. 

Because ad buying is dynamic and matching custom ABM audiences introduces significant variation from campaign to campaign, we cannot share our full domain list, but we can share our top domains by impressions served updated quarterly. It can be expected that a 6sense campaign’s domain distribution report will likely feature at least a portion of this list:  

• 98.6% of campaigns running in Q2 served impressions on at least one of these domains. 
• 88.6% of campaigns served impressions on 10 or more of these domains. 

With that, I’ll get to the good stuff and share Q2 2025 Top 15 Domains list for Advertising:  

• msn.com
• yahoo.com
• dailymail.co.uk
• foxnews.com
• aol.com
• nypost.com
• theguardian.com
• huffpost.com
• fandom.com
• thesun.co.uk
• solitaired.com
• chess.com
• bbc.com
• merriam-webster.com
• britannica.com

How do consumer web properties translate to business audiences? 

Every 6sense campaign uses an ABM segment, so your target accounts (and their employees) are a key component of how we identify impressions to bid on. We find these audiences where they are spending time online – sites that are highly trafficked because they are sticky, have utility, or publish new content, often. A business persona is just as likely, if not more likely, to spend time online reading the news or checking email as they are to engage with B2B content online. So, while we serve in B2B environments whenever possible, we have taken a quantitative and qualitative approach to curating business-friendly inventory, using internal tools as well as leveraging partnerships with best-in-class partners including DoubleVerify and DeepSee.  

What factors influence domain distribution? 

• Site traffic: A site must consistently attract enough visitors to increase the probability that we will find your target accounts there.  
• Competitive environment: The subject matter or popularity of a domain may make the ad environment very competitive. Even if 6sense does find your accounts on smaller domains, we may not be able to win those impressions if the CPM is not competitive. 
• Campaign settings: Most campaign settings restrict our ability to bid every time we find target accounts online. Criteria such as creative sizes, persona targeting, daypart targeting, device targeting, and country or language targeting usually means there are instances where we could have served an impression but chose not to in favor of honoring the campaign’s settings.  
• Pacing to Daily Spend: Daily spending limits can influence domain distribution, especially if your campaign is capping before the full diversity of domains has been achieved. 

Why is site traffic so important to the domain distribution?  

Let’s look at this example:  

Site A is a general interest, business-friendly site with three billion available impressions per month. Site B is a highly targeted trade site that has three million impressions available per month. Assuming that we might only bid on 5% of all available impressions based on the 6sense account segment composition and other campaign settings, we could bid on 150 million impressions on Site A or 150 thousand impressions for Site B. If our bids win 10% of the time, that translates to 15 million served impressions on Site A and 15 thousand served impressions on Site B. 

How does the ad auction work? 

When a site loads, a bid request describing the impression will go out to all buyers a publisher has access to. If the description of that impression meets our campaign settings – we have identified the account as being in a segment, the ad size is available, brand suitability and historical performance criteria are confirmed, all other targeting parameters are met - we will submit a bid into the auction, where it will compete with all other bids on price. If we win that auction, the impression will serve. 

I hope this gives you some more confidence about where your ads are running! I’ll be back next quarter with an updated Top 15 Domain List. Until then, feel free to reach out to me with questions! 

(Updated 7.08.25)

Allie Gollner

Love that this is going to be updated quarterly!