This past weekend, I updated HBTracker and LibTracker and completely rewrote the database module for working with publishers.

The main achievement is the integration of the two tools into a unified database. Let’s take a closer look at each of them:

• HBTracker — a service for automatically collecting and analyzing header bidding auctions on the Runet. It tracks the adapters used on websites during auctions and stores this data in a database. This allows identifying the presence or absence of specific monetization partners on sites. Such an approach helps assess the adoption of advertising solutions among publishers and build effective engagement strategies.
• LibTracker — a tool for analyzing and monitoring advertising and analytics libraries on websites. LibTracker scans web pages and identifies third-party scripts, determining the libraries used for analytics, ad targeting, and other functions.

Both products address real challenges for publishers and SSPs, offering tools for "marketing intelligence." They help identify which monetization partners are active on specific websites and evaluate competitor partnerships. This enables a better understanding of market dynamics and facilitates effective advertising decisions. Publishers can use the collected data to improve monetization strategies and select optimal partners, while SSPs can develop attractive commercial offers and gain a clearer understanding of their market position.

Technical updates are also planned for PubMag by the end of the year. The upcoming news microservice will help the community navigate the advertising industry both in Russia and globally.

Here’s more about the integration of HBTracker and LibTracker into PubMag.

HBTracker

The first version of HBTracker delivered excellent results: I gathered data on over 3,000 auctions. Based on this, I created a ranking of adapters for header bidding in Russia, showcasing the most popular partners among publishers.

The second version has evolved into a full-fledged application with its own API and an updated shared database. Here’s what’s now available:

You can now view auction data for individual websites. Here are some recent sites where data was collected:

• WOMAN.RU
• AIF.RU
• STARHIT.RU
• M24.RU

Upcoming updates will include various types of reports. For instance, you’ll be able to find platforms using Adfinity or sites running header bidding without UMG integration — all with customizable settings to suit your needs.

This functionality will help publishers study competitor tools and allow agencies to monitor verifiers and technologies on client landing pages.

For SSPs, the tool will provide data on potential partners — sites not yet connected to their platform. This will enable targeted partner outreach with a clear understanding of their needs. If a site isn’t using your SSP, this is an opportunity to reach out, especially if you can offer improved conditions or unique solutions.

The auction database is updated in real time, and a new statistics section with current data will soon be available. You can check the results of the first version of HBTracker at the link.

LibTracker

LibTracker has grown from thousands of lines of code into a full-fledged application with its own architecture and database. The tool analyzes technologies on websites:

• Which monetization libraries are installed (Adfox ad server, monetization libraries, additional formats)
• Which analytics tools are used (Google Analytics, Yandex.Metrica, verifiers)

Conclusion

HBTracker and LibTracker are far from perfect — there’s much room for improvement. In Russia alone, there are over 5,000,000 domains in the .ru zone. Currently, the database contains over 250,000 addresses from various domain zones. Despite this, the tools already offer unique opportunities for analysis and decision-making. My goal is to make them as simple, automated, user-friendly, and useful as possible. I use them every day myself.