Buyers must stand up for ads.txt

March 7, 2018
By Liv Tylutki, Business Analyst

DSPs, listen up. It’s time to start blocking unauthorized inventory.

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 Rubicon Project publishers are using ads.txt?

Rubicon Project was an early and enthusiastic supporter of the ads.txt initiative. As of January 2018, more than two-thirds of sites on the exchange have published ads.txt files. To note: the standard for supporting mobile app inventory is still in the works.

How does Rubicon Project compare to the rest of the industry?

Rubicon Project’s ads.txt adoption rate is well ahead of general market percentages. It has been estimated that only 57% of the top 1000 programmatic publishers in the market have ads.txt.

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