Ads.txt – A Necessity for All Publishers



What is ads.txt?  

Ads.txt is a major brand safety tool developed by IAB Tech Lab to fight inventory fraud and improve transparency in the world of digital advertising. It essentially labels who is and isn’t approved to sell traffic from a website. It guarantees that your website inventory is protected from fraud and is sold only through “authorized advertising systems.”

Because publishers sell inventory on a variety of channels, ads.txt supports three main types of supplier relationships: Domain owners that sell on exchanges through their own accounts, networks and sales houses who programmatically sell on behalf of domain owners, and content syndication partnerships where multiple authorized sellers represent the same inventory.


Why is ads.txt important?

Ads.txt is a necessity for all publishers. By putting the file on their site that says which companies can sell inventory, it gives complete permission control thereby making it more difficult for fraud to occur. Using an ads.txt file provides publishers with more advertiser spend be eliminating the potential for fraud inventory.


Best Practices

Depending on your site audience size you may have a different best practice to adhere too. Most publishers need to increase income and advertiser demand and prices on their site and therefore work with many ad vendors and add many ads.txt files to increase competition and income. This is perfectly acceptable and there is no downside to doing so. Other very large publishers limit their ads.txt additions to manage sales force competition and conflicts. Depending on your objective will determine the best practice.


How to implement ads.txt 

Implementing ads.txt is low-cost and very easy. For more information, click the link