To purge fake ad sellers from digital advertising, IAB Tech Lab launches ads.txt

Buyers will be able to see which sellers have been authenticated by publishers.

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Iab Logo Blkbkgd 1920The IAB Tech Lab has introduced a tool to help eliminate counterfeit and unauthorized inventory by cutting illegitimate sellers out of the supply chain.

Called ads.txt, the solution enables publishers to declare publicly which sellers are authorized to sell their inventory in a file posted to their domains. Like a robot.txt file, ads.txt ensures trust because the file must be posted to the site by the publisher. Publishers can also update the text file easily with data available in the OpenRTB protocol.

Programmatic buyers can then scan ads.txt files to compile lists of authorized sellers for each publisher in order to screen out untrustworthy impressions and verify the authenticity of impressions being sold. Ads.txt was developed by the IAB OpenRTB Working Group, and in addition to publishers, it supports ad networks, exchanges and content syndication partnerships in which multiple authorized sellers represent the same inventory.


To learn more about this initiative, read the full article on MarTech Today.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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