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Ads.txt Definition
Ads.txt (Authorized Digital Sellers) is an industry initiative by the IAB that allows publishers to publicly list which companies are authorized to sell their ad inventory. This increases transparency, reduces fraud, and helps advertisers ensure they buy legitimate impressions.
How Ads.txt Works
- Publishers host an ads.txt file on their website.
- The file lists approved ad exchanges, SSPs, and resellers.
- Advertisers and platforms check the file to verify authorized sellers.
- Ads are placed only through verified channels, reducing spoofing risks.
Example of Ads.txt
A news site lists Google Ad Exchange and Rubicon Project in its ads.txt file, signaling to buyers that only these channels are authorized.
Why Ads.txt Matters in Advertising
- Reduces domain spoofing and fraudulent inventory
- Ensures ad spend reaches legitimate publishers
- Increases transparency in the digital advertising ecosystem
- Protects both advertisers and publishers from revenue loss and reputation damage
