About Ads.txt File

Recently announced by the IAB Tech Lab ads.txt initiative is a public record of Authorized Digital Sellers created with the mission to prevent the proliferation of counterfeit and unauthorized ad impressions transacted via domain spoofing across the digital advertising market. The public comment period for ads.txt is expected to run through June 19, 2017. For more details, see About Ads.txt on the IAB website.
 

Ads.txt itself is a plain text file that should be placed in the domain root folder of publisher's site and represents the list that names all the partners (can be either ad networks, SSPs, or exchanges) who have permission to sell their inventory. 

 

 

The ads.txt file must have the following format: the domain of the advertising system used by a partner, along with the seller account ID (channel ID), and the publisher’s relationship with the account.

 

 

adtelligent.com, (channel ID), RESELLER

yourdomain.com, (channel ID) DIRECT/RESELLER

 

DIRECT type of relationship with the publisher should be added only if you use Domain White Labeling and work with direct publishers. The second RESELLER confirms that the domain can also be resold through an authorized partner with channel ID XXXXX.

 

Thus, Ads.txt is a simple, flexible, and secure method for publishers and distributors to declare who is authorized to sell their inventory, improving transparency for programmatic buyers.