Advertising & pixels market share in the Netherlands

Ad networks, retargeting and conversion pixels.

#	Technology	Global	Netherlands	United Kingdom	Italy	Spain	Japan	Latin America
1	Google Ads (conversion)	4.6%	5.7%	11%	7.6%	8.9%	8%	12%
2	Meta Pixel	4.7%	4.7%	7.2%	9.7%	7%	4.1%	16%
3	Google AdSense	5.6%	3%	4%	7.8%	5.5%	5.5%	6%
4	Google Marketing Platform (DV360/CM360)	7.3%	2.2%	4.9%	6%	4.9%	4%	5%
5	Google Publisher Tag (Ad Manager)	5.9%	1.4%	3.7%	4.7%	4%	3.7%	3.8%
6	Microsoft Advertising UET	0.7%	0.8%	2.5%	0.7%	0.9%	0.3%	0.4%
7	LinkedIn Insight Tag	1.1%	0.7%	1.3%	1%	1.3%	<0.1%	0.8%
8	TikTok Pixel	0.7%	0.5%	0.9%	1%	1.1%	0.6%	3.8%
9	Prebid.js	0.9%	0.3%	1.5%	0.5%	1%	0.9%	0.3%
10	Pinterest Tag	0.2%	0.3%	0.5%	0.3%	0.3%	0.1%	0.8%
11	fluct	0.7%	0.3%	0.8%	<0.1%	0.4%	1%	0.3%
12	Mediavine	0.2%	0.2%	0.2%	<0.1%	<0.1%	0%	0%
13	Criteo	0.3%	0.1%	0.1%	0.6%	0.2%	1.4%	0.2%
14	PubMatic	0.6%	0.1%	0.1%	0.3%	0.6%	<0.1%	<0.1%
15	Taboola	1.6%	0.1%	0.8%	1%	0.7%	0.7%	0.9%
16	X (Twitter) Pixel	0.5%	<0.1%	0.3%	<0.1%	0.3%	1.2%	0.2%
17	Reddit Pixel	0.3%	<0.1%	0.2%	<0.1%	<0.1%	<0.1%	<0.1%
18	Outbrain	0.3%	<0.1%	1.6%	0.4%	<0.1%	0.3%	<0.1%
19	Snap Pixel	0.1%	<0.1%	0.2%	<0.1%	<0.1%	<0.1%	<0.1%
20	Amazon Publisher Services	1%	<0.1%	1.5%	0.3%	0.3%	0.5%	0.3%
21	Seedtag	<0.1%	<0.1%	<0.1%	0.3%	0.2%	0%	0.2%
22	Yahoo! JAPAN Ads	<0.1%	<0.1%	0%	0%	0%	3.9%	0%
23	Magnite (Rubicon)	0.9%	<0.1%	2%	0.6%	0.5%	0.4%	0.1%
24	AdRoll	0.2%	<0.1%	0.2%	<0.1%	0.1%	<0.1%	<0.1%
25	Ezoic	0.1%	<0.1%	<0.1%	<0.1%	0.1%	<0.1%	<0.1%
26	Equativ (Smart AdServer)	0.4%	<0.1%	<0.1%	0.2%	0.7%	0%	0.3%
27	MGID	0.2%	<0.1%	<0.1%	0.2%	0%	0%	0.4%
28	Raptive (AdThrive)	0.3%	<0.1%	0.2%	0%	0%	0%	0%
29	LINE Tag	<0.1%	0%	0%	0%	0%	1.7%	0%
30	VK Pixel	1%	0%	0%	0%	0%	0%	<0.1%
31	MicroAd	<0.1%	0%	0%	0%	0%	0.9%	<0.1%
32	i-mobile	<0.1%	0%	0%	0%	0%	0.4%	0%
33	Yandex Advertising Network	0.3%	0%	0%	0%	0%	0%	0%
34	Teads	0.2%	0%	<0.1%	0.1%	0.1%	<0.1%	0.3%
35	popIn	<0.1%	0%	0%	0%	0%	0.2%	0%
36	logly lift	<0.1%	0%	0%	0%	0%	0.2%	0%
37	Quora Pixel	<0.1%	0%	0%	0%	0%	0%	0%

By site popularity

Share of measured sites in each Tranco popularity band that use the technology: the top 1,000, 10,000 and 100,000 sites and the whole top million.

#	Technology	Top 10K	Top 100K	Top 1M
1	Google Marketing Platform (DV360/CM360)	6.1%	4.1%	2.2%
2	Google Ads (conversion)	3%	2.8%	5.7%
3	Meta Pixel	3%	1.9%	4.7%
4	Google Publisher Tag (Ad Manager)	3%	2.8%	1.4%
5	LinkedIn Insight Tag	3%	0.7%	0.7%
6	PubMatic	3%	0.9%	0.1%
7	Reddit Pixel	3%	0.2%	<0.1%
8	Google AdSense	0%	2.3%	3%
9	Microsoft Advertising UET	0%	0.4%	0.8%
10	TikTok Pixel	0%	0.2%	0.5%
11	Prebid.js	0%	1.8%	0.3%
12	Pinterest Tag	0%	0.2%	0.3%
13	fluct	0%	0.5%	0.3%
14	Mediavine	0%	0.4%	0.2%
15	Criteo	0%	0%	0.1%
16	Taboola	0%	0.4%	0.1%
17	X (Twitter) Pixel	0%	0%	<0.1%
18	Snap Pixel	0%	0%	<0.1%
19	Outbrain	0%	0.2%	<0.1%
20	Amazon Publisher Services	0%	0.4%	<0.1%
	Sites measured	33	567	8,580

Popular sites vs local business websites

Popular: sites of Netherlands from the Tranco top million. Local business: websites of companies with 1–20 locations in the country, taken from a business places directory (platforms, marketplaces and aggregators excluded).

#	Technology	Popular sites	Local business	Difference, pp
	Any Advertising & pixels	16%	9.8%	−6
1	Google Ads (conversion)	5.7%	5.1%	−0.6
2	Meta Pixel	4.7%	4.6%	−0.1
3	LinkedIn Insight Tag	0.7%	0.3%	−0.4
4	Google AdSense	3%	0.3%	−2.7
5	TikTok Pixel	0.5%	0.2%	−0.3
6	Google Marketing Platform (DV360/CM360)	2.2%	0.2%	−2
7	Pinterest Tag	0.3%	0.2%	−0.1
8	Microsoft Advertising UET	0.8%	0.2%	−0.6
9	fluct	0.3%	0.1%	−0.2
10	AdRoll	<0.1%	<0.1%	0
11	Google Publisher Tag (Ad Manager)	1.4%	<0.1%	−1.4
12	Mediavine	0.2%	<0.1%	−0.2
13	PubMatic	0.1%	<0.1%	−0.1
14	Snap Pixel	<0.1%	<0.1%	0
15	Yahoo! JAPAN Ads	<0.1%	<0.1%	0
	Sites measured	8,580	22,067

Our crawler: 8,580 sites · Netherlands · updated 23 Oct 2026 · Methodology