Ads.txt and What We Know About It

26 July 2017

Programmatic made all players equal, including the shady ones. The industry regulators with sufficient tech capabilities at hands are called on to find the solution for improving ad buying experience. IAB offers us its ads.txt idea to look into.

Why

The money spent on advertising content production and delivery go down the drain, when ad fraud and brand safety issues come in play.

The quality of inventory paid for by advertisers is not assured at the level high enough. In many cases, the traffic appears to be non-human or misleading. And the volume of such fraudulent traffic is growing exponentially, which forces the buy side to sound the alarm.

Both blacklisting and whitelisting options showed their flaws. Moreover, as the tech tools of fraudsters get more sophisticated, they can mask themselves or seep through the block.

What

As the way to fight the problem, IAB has announced the final specification for its “ads.txt” project, supported by Google. Ads.txt is a public record of Authorized Digital Sellers that publishers can offer for potential buyers to use. It doesn’t overload the speed of RTB processes, but sheds more light on the actors of the supply chain.

How

The option is not mandatory now, rather it’s a recommendation. Publishers are asked to host a text file, which exposes all networks, exchanges and SSPs, authorized to sell their impressions.

sample

IAB example of ads.txt file

Advertisers start the crawler to pull all ads.txt-files from the web. This way, they are able to check legitimacy of the connection between a claimed publisher and a reseller they are buying from.

What’s next

Advantages for advertisers were somewhat mentioned above. The list helps them verify that their budget is spent on authentic inventory. And DSPs get to improve their offer to advertisers.

For publishers, it’s a really small amount of work. With that, deserving publishers get to build their brands and attract more media spend. SSPs and exchanges having direct relationship with websites can win over the spend poured onto cheap yet unchecked inventory of those without such direct relationship. Third-party networks and sales houses can stand out on the market as vendors that support bringing transparency to the ecosystem.

Ads.txt is a positive initiative that demonstrates the willingness of industry actors to build trusting relationships. Its wide implementation has the potential to leave less space for ad fraud. Still, this depends on how committed the buy and the sell sides are to take their part. Also, let’s not forget that the initiative is quite young and there’s space left for more upgrades.

Want to learn more?

    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    You Might Also Like
    How Life-Extension of 3P Cookies Will Affect the Industry? - Admixer blog

    On 24 June 2021, Google once again grabbed the spotlight to announce that it has delayed a major privacy change to its Chrome browser. Google is postponing a plan to block third-party cookies until late 2023.   The official reasoning behind the decision — is the need to test sustainable alternatives that do not violate user […]

    How the delay in 3p cookies phase out will affect adtech industry? - Admixer blog
    Die Another Day: How Life-Extension of 3P Cookies Will Affect the Industry?

    On 24 June 2021, Google once again grabbed the spotlight to announce that it has delayed a major privacy change to its Chrome browser. Google is postponing a plan to block third-party cookies until late 2023.   The official reasoning behind the decision — is the need to test sustainable alternatives that do not violate user […]

    Read more
    Device fingerprinting - Admixer Blog

    Device fingerprinting, or you may have heard of it as web fingerprinting, mobile device fingerprinting, browser fingerprinting, or machine fingerprinting, has a concept similar to collecting human fingerprints by a detective, but not so obvious. With 3rd-party cookies soon becoming obsolete, fingerprinting will be one of the cookie alternatives that will help marketers target users […]

    Device fingerprint - hover image - Admixer Blog
    Device Fingerprinting: Pros and Cons of the Controversial Method

    Device fingerprinting, or you may have heard of it as web fingerprinting, mobile device fingerprinting, browser fingerprinting, or machine fingerprinting, has a concept similar to collecting human fingerprints by a detective, but not so obvious. With 3rd-party cookies soon becoming obsolete, fingerprinting will be one of the cookie alternatives that will help marketers target users […]

    Read more
    Identity Graph - Admixer Blog

    Marketers are facing an identity crisis propelled by cookies turning obsolete and Apple’s ATT coming into force. In light of the fading addressability, the identity graph provides time-honored stability as well as new exciting opportunities.  With the rise of people-oriented marketing, identity graphs have become the foundation of identifying people across channels and devices. They […]

    User Identity Graph - Admixer Blog
    Identity Graph: What Is in It for Marketing?

    Marketers are facing an identity crisis propelled by cookies turning obsolete and Apple’s ATT coming into force. In light of the fading addressability, the identity graph provides time-honored stability as well as new exciting opportunities.  With the rise of people-oriented marketing, identity graphs have become the foundation of identifying people across channels and devices. They […]

    Read more

      Stay updated with Admixer
      Privacy Policy