Earlier this year IAB revealed ads.txt (Authorized Digital Sellers), a project that aims to increase transparency to the digital ad market. It is promoted as a simple, flexible, and secure method for publishers and distributors to declare who is authorized to sell their inventory.
In layman’s terms publishers can add a simple .txt file to their website with the list of companies through which they sell their inventory. The list is sorted by name and with the publisher’s account ID included. This in turn helps buyers know who is selling publishers inventory programmatically.
While it’s not a perfect tool, ads.txt certainly is a step forward to an industry-wide transparency. Click To Tweet
Even though there are mixed reactions to the adoption of ads.txt, it looks like the industry will follow. According to Adopsinsider research right now 12.8% of publishers have an ads.txt file.
Earlier in September this year, Google announced that “by the end of October, DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available”. AOL and Yahoo reported that the implementation of ads.txt across their properties will be complete before the end of Q3. Having them all on board will certainly accelerate and bring along other major SSPs as well.
While it’s not a perfect tool, ads.txt certainly is a step forward to an industry-wide transparency. Aimed at solving problems like domain spoofing and reselling in the open marketplace ads.txt it is a good way to help you protect your brand. It is becoming a critical part of advertising and as such it is supported here at BridTV as well.