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Ads.txt, short for Authorized Digital Sellers, is an IAB (Interactive Broadcasting Bureau) initiative introduced to combat unauthorized inventory sales and domain spoofing in programmatic advertising.
Frequently Asked Questions
How does ads.txt work?
Publishers (a.k.a. your station) add a text file to their web servers that lists all the companies authorized to sell their inventory. Similarly, programmatic platforms also integrate an ads.txt file that confirms which publishers' inventory they are authorized to sell. This system allows buyers to check the validity of the inventory they purchase.
How can buyers use ads.txt to check for authorization to sell?
When an ad exchange and the publishers it represents each adopt ads.txt, bidders can check their tags for the presence of an ads.txt file to verify that the exchange and the publisher have a legitimate connection to each other.
Are there other ways to check with sellers are authorized using ads.txt?
Yes, buyers can use the ads.txt file to confirm if certain exchanges are authorized to sell publisher inventory. They do this by adding "/ads.txt" after the domain name of the publisher. For example, cnn.com/ads.txt or msnb.com/ads.txt.
IAB Tech Lab also has an aggregator/crawler that can rapidly pull ads.txt files from publishers' websites, which helps buyers check multiple sites at once. More information can be found on the IAB website.
Why does ads.txt matter?
Unauthorized reselling is a challenge in programmatic advertising, and unless buyers contact publishers directly, they have no way of knowing which SSPs are authorized to sell a particular publisher's inventory. Creating a depository of authorized sellers helps buyers determine which programmatic firms have legitimate access to the inventory they seek.
What are the benefits of ads.txt to my station?
- Reduced Ad Fraud: Ads.txt serves as a powerful deterrent against ad fraud by providing advertisers with a mechanism to verify the authenticity of inventory sellers. By explicitly specifying authorized sellers, publishers can mitigate the risk of domain spoofing and unauthorized reselling of ad inventory, thereby reducing the prevalence of fraudulent activity in the digital advertising ecosystem.
- Increased Revenue: By embracing ads.txt, publishers showcase their dedication to transparency and the fight against ad fraud. This proactive approach fosters trust among advertisers, enticing them to invest in ad inventory from publishers committed to upholding legitimacy. This heightened trust can generate greater demand for the publisher's advertising space, thereby potentially amplifying revenue streams from ad sales.
- Enhanced Transparency: Implementing ads.txt promotes transparency and accountability by providing advertisers with greater visibility into the supply chain. Advertisers can easily identify legitimate publishers and authorized resellers, ensuring that their ads are displayed on reputable websites with genuine traffic. This transparency fosters trust between advertisers, publishers, and ad exchanges, leading to more efficient and trustworthy transactions.
- Protect Brand Reputation: Ads.txt helps advertisers protect their brand reputation by ensuring that their ads are not associated with fraudulent or low-quality inventory. By targeting authorized sellers with verified traffic sources, advertisers can maintain brand safety and integrity, thereby safeguarding their brand image and preserving consumer trust.
- Greater Control over Inventory: Ads.txt grants publishers enhanced autonomy in managing their advertising inventory. By meticulously outlining authorized sellers for their ad space, publishers can thwart unauthorized resellers from degrading the quality of their inventory with subpar impressions. This safeguard guarantees that the publisher's ad space retains its esteemed value, drawing in top-tier bids from advertisers.
- Simple Implementation: Crafting and deploying an ads.txt file is a straightforward endeavor, devoid of the need for profound technical expertise. This makes it an accessible solution for publishers of all sizes to benefit from its advantages.
Why does Futuri ask us to update our ads.txt file?
Futuri will periodically ask you to update your website's ads.txt file. Updates are needed to meet additional demand side partner requirements and to ensure your ad delivery is positioned to be purchased by as many demand partners as possible.
Ads.txt Implementation
Futuri will provide you with an ads.txt file to add to your website, which will look something like this:
#SOUNDSTACK AUDIO PARTNERS // Last Update 2024-10-01 // BEGIN domain.com, 123, DIRECT domain2.com, 123, RESELLER domain3.com, 123, DIRECT, test #SOUNDSTACK AUDIO PARTNERS // END |
If you already have an ads.txt file live on your site, copy the entries from the file and append them to your existing file.
If you do not have an ads.txt file on your site now, follow these steps:
- Use a text editor (e.g. Notepad or TextEdit) to create a new file in the root directory of your website.
- Add the entries from the Futuri-provided file along with any of your other authorized sellers.
- Save it as a plain text file named exactly "ads.txt". Be sure not to add any other file extensions.
- Upload the file to your website's root domain using File Transfer Protocol (FTP) or your hosting provider's admin system.
- After uploading, check for the file by opening a web browser and entering your website domain followed by "/ads.txt" (e.g. https://www.mycompany.com/ads.txt). If you can see your file entries, then it has been set up successfully.
Additionally, you can also use the app-ads.txt file, which is designed to combat fraud in digital advertising for mobile apps, connected TV apps, and similar environments. It stands for "Authorized Sellers for Apps" and is an extension of ads.txt. The app-ads.txt and ads.txt files can contain the same content, as their format and type of information are similar.
For more information and updates, please visit these official IAB sources: