Ads.txt Provides Greater Transparency for Advertisers

Adstxt which stands for Authorized Digital Sellers is a simple flexible and easy method for publishers and distributors to publicly display all of the vetted companies allowed to sell that domain39s digital inventoryamp160 A simple text file adstxt offers a very transparent way to prevent unauthorized inventory sales from those bad actors who arbitrage inventory and spoof domains by listing all authorized sellers of the site so anyone can cross checkTim Mahlman President of Advertising andamp160Publisher Strategy Oath is a big proponent of adstxtamp160 quotAdvertisers want greater transparency from their media partnersquot he explainedamp160 quotPublishers that have embraced adstxt have taken a positive step toward delivering thatamp160 It39samp160a more secure way to publicly identify the platforms authorized to sell publisher inventory limiting bad actorsamp160 And it gives advertisers a moreamp160accurate representation of media impressions and who39s selling themquotFor publishers that haven39t yet implemented adstxt they39ll ultimately get on boardquot he continuedamp160 quotThey can39t afford not to as more advertisers buy based on transparencyquotTo further understand the familiarity and implementation of adstxtamp160Oath just completed a study on the subject polling 220 ad and agency executivesThe study revealed that adstxt is a huge plus for the industry51 of the respondents say that adstxt make them more comfortable about buying programmatic48 say that they39re suspicious of publishers who are not using adstxtOnethird will only advertise with publishers who are using adstxtThe study also showed that despite this good news there is still work to be doneamp160While adstxt is continuing to grow only 60 of the top 1000 US publishers have already implemented itMore education is needed as nearly 20 of advertisers have never heard of adstxtArguably adstxt is quotstill a new development in our industryquot noted Mahlmanamp160 quotThe IAB only launched it one year agoamp160 That education gap will shrink quickly this year as more advertisers demand tools for inventory transparencyamp160 Adoption is growingamp160 It39s gaining momentum but is still unfamiliar to some buyersamp160 Partners need to continue to educate advertisers on the benefits of buying adstxtenabled inventoryquotMahlman is enthusiastic about adstxt and stated that his company has supported it quotfrom the beginning and has already implemented it across its propertiesamp160 We are also collaborating with publishers and approved resellers and haveamp160been enforcing adstxt across our platforms and filtering inventory on domains where DSPs buyquot he saidamp160The future of adstxt looks abundantly clearamp160 quotSince adstxt was implemented last year increased transparency in the programmatic ecosystem has become even more prevalentquot Mahlman concludedamp160 quotAdvertisers can use it to verify inventory sellers by simply adding adstxt to the end of a URLquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Ads.txt Provides Greater Transparency for Advertisers

Author

Publish date

Channel

Charlene Weisler

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Ads.txt Provides Greater Transparency for Advertisers

Enjoying This Commentary? There's More to Love

Charlene Weisler

Cookies