Buyers must stand up for ads.txt

July 27, 2018
By Liv Tylutki, Business Analyst

A major publisher recently announced that when ads.txt filters were not applied, 72% of video ad spend went to unauthorized programmatic platforms. Google just announced they will make ads.txt-authorized-only buying the default setting for its Display & Video 360 (formerly DoubleClick Bid Manager) platform by the end of the year.

It goes without saying that ads.txt is something no buyer can ignore.

Currently, more than 90% of web ad requests to our platform are covered by ads.txt. And, as part of our commitment to offer only high-quality inventory to our buyers and drive fraud out of the ecosystem, we have automated the enforcement of ads.txt. For sites that have posted ads.txt files, we’ll only send you traffic that is authorized by ads.txt.

As publishers quickly move towards 100% ads.txt adoption on the Rubicon Project exchange, we’re looking forward to a day when all buyers are able to decline buying on undeclared inventory. Today is the day to join the fight against ad fraud, and stand up for ads.txt compliance.

What is ads.txt?

Ads.txt (Authorized Digital Sellers) is the industry standard created to safeguard buyers against counterfeit inventory. A text file placed in the root directory of the publisher’s domain, it allows buyers to easily identify which partners are actually authorized to sell inventory on any given site. Ads.txt assures buyers that they’re paying real content producers, not imposters, while letting sites publicly declare exactly who has permission to sell their inventory.

How many ad requests from Rubicon Project are using ads.txt?

Rubicon Project was an early and enthusiastic supporter of the ads.txt initiative. As of July 2018, more than 90% of web ad requests are covered by ads.txt. To note: the standard for supporting mobile app inventory is still in the works.

Here’s how far ads.txt has come in just a short time.

Originally published March 27th, 2018.

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