‘It’s Not the Silver Bullet’: Media Buyers See Limits on the Impact of ads.txt

Though not perfect, the Interactive Advertising Bureau launched its ads.txt initiative in May to help improve transparency and fight ad fraud in the programmatic advertising industry. It works like this: Publishers place a text file on their web server that lists all the companies that are authorized to sell their inventory. Programmatic firms do something similar: They integrate ads.txt to show which publishers’ inventory they are authorized to sell. In fact, our COO Jay Friedman said most demand-side platforms (DSPs) have now integrated ads.txt, but media buyers just take their word for it. Still with these new ads.txt processes in place, media buyers have the ability to know if what they’re purchasing is valid and crack down on the unauthorized reselling of inventory.