Cedato – What is ads.txt? IAB initiative to implement and ensure publishers revenue stream 2017
What is Ads.txt?
All you need to know about Ads.txt, IABs latest initiative that is expected to become mandatory by next year. for ways to implement and ensure publishers revenue stream, read more: https://hubs.ly/H08Pbk60
The Ads.txt initiative was created by the IAB to reduce the level of fraud, and help bring more trust and control to the advertising value chain.
Originally called the Authorized Digital Sellers Project, it requires publishers to explicitly list all the parties that are allowed to sell or resell their inventory in an ads.txt file that sits at the root of their domain; while requiring buyers (primarily – the DSPs or buying platforms) to accepts bids for domains only from their authorized sellers.
This way publishers gain more control over their revenue value chain, and buyers gain more validity to the inventory they are buying.
Why is this so important
The Ads.txt initiative is gaining more and more traction across the board, and adoption will probably be mandatory by the end of 2017.
The key benefit for publishers is enhanced transparency and visibility into who’s selling their inventory and where.
The effect of a missing or partial ads.txt file can be substantial to a publisher, as it will jeopardize its revenue stream.
The state of Ads.txt
Based on our data covering over 1.5M sites, as of Sep 2017, only a few thousands of publishers have implemented ads.txt. But we expect this slow adoption to accelerate, as more and more platforms, including Cedato, are lining up to proactively support the initiative.
What you need to do now
The implementation of ads.txt is easy, but requires a meticulous audit to make sure all platforms and revenue sources are covered. You can find detailed guides on the IAB site, and here at Cedato we’ve created tools that can keep your site up to date and optimized for coverage – check this out at the accompanying links.
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