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What is Ads.txt?

What is ads.txt?

 It is an IAB-approved text file that aims to prevent unauthorized inventory sales.

How does it work?

 Publishers drop a text file on their web servers that lists all of the companies that are authorized to sell the publishers’ inventory. Similarly, programmatic platforms also integrate ads.txt files to confirm which publishers’ inventory they are authorized to sell. This allows buyers to check the validity of the inventory they purchase.

How can buyers use ads.txt to check who is authorized to sell?

 If an exchange and the pubs 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 publisher have a legitimate connection to each other.

Are there any other ways to check which sellers are authorized using ads.txt?

 Yes. Let’s say a buyer bought HuffPost inventory but was skeptical of the exchange the inventory came from. If HuffPost used ads.txt, the buyer could head to huffpost.com/ads.txt to see if the exchange is listed as an authorized seller of HuffPost inventory, said Steve Sullivan, vp of partner success at Index Exchange.
Last week, the IAB Tech Lab released a crawler that can rapidly pull ads.txt files from publishers’ websites. For buyers looking to check the ads.txt files for multiple publishers, the crawler helps them accomplish this quicker, said Alanna Gombert, gm of the IAB Tech Lab.

Why does this matter?

 Unauthorized reselling is a major scourge in programmatic advertising, and unless buyers contacted publishers directly, they’ve had no way to know which SSPs are authorized to sell a particular publisher’s inventory, Sullivan said. Creating a depository of authorized sellers should help buyers determine which programmatic firms have legitimate access to the inventory they seek.

Refer:
https://support.google.com/dfp_premium/answer/7441288?hl=en
https://support.google.com/dfp_premium/answer/7544382?hl=en&ref_topic=2456651

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