Why is it important to implement ads.txt for publishers?

In an effort to clean up the digital advertising industry and bring the much needed trust and transparency to the market, the IAB Tech Lab has introduced the Ads.txt initiative that is expected to pull off the issue. You could read what is ads.txt in our previous post about it.


Today, the adoption of ads.txt is still slow but continuously progressing and expecting to gain traction. According to the reports from GitHub  16516 domains have adopted ‘/ads.txt’ files on their web sites. The level of ads.txt adoption is scaling even faster with the announcement of the recent insights from Financial Times disclosing the names of the exchanges that have been selling the Financial Times inventory despite the fact it didn’t sell it programmatically.


For all that, why is it so important to adopt an ‘/ads.txt’ file on your website?


To guarantee that publishers’ web inventory is sold only through authorized advertising systmes and is not sold without a permission. This is important for a couple of reasons:

  • As much as advertisers are looking for relevant ad placements, sellers deserve to know what type of ads they will be serving to their websites’ audiences, to guarantee safety for publishers’ brands as well;
  • Adopting ads.txt sellers will gain control over their revenue value chain, increasing their income sufficiently;
  • ads.txt will become a must-have for those willing to continue their partnerships with the majority of ad exchanges, as buyers (including Google’s DBM) will be no longer buying ad impressions from unauthorized resellers starting from 2018.