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Adkompas Team
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Understanding Ads.txt Requirements: Enhancing Transparency and Trust in Programmatic Advertising


Programmatic advertising has revolutionized the way digital ads are bought and sold, allowing for efficient targeting and increased reach. However, with its growth, concerns about ad fraud and brand safety have also emerged. In response, the Interactive Advertising Bureau (IAB) developed the Ads.txt (Authorized Digital Sellers) initiative. In this article, we will explore the Ads.txt requirements, their importance, and how they contribute to enhancing transparency and trust in programmatic advertising.

What is Ads.txt? Ads.txt is a simple, text-based file that publishers can place on their websites, specifying which advertising platforms and authorized sellers are allowed to sell their ad inventory. This file is publicly accessible and can be crawled by ad exchanges and buyers to verify the legitimacy of the inventory they are purchasing.

How does Ads.txt work? When a programmatic ad request is made, the buyer’s system can check the website’s Ads.txt file to ensure that the seller offering the inventory is authorized. The file contains lines of text that include the publisher’s domain, the seller’s account ID, and the relationship between the publisher and seller. This information helps prevent unauthorized reselling and domain spoofing.

Why are Ads.txt requirements important? a. Combatting ad fraud: Ads.txt provides a solution to combat ad fraud by preventing unauthorized sellers from selling counterfeit inventory. It ensures that programmatic buyers are dealing with authorized sellers, reducing the risk of purchasing fake or low-quality ad placements.

b. Enhancing brand safety: Ads.txt promotes brand safety by allowing publishers to specify their approved advertising partners. It helps advertisers ensure their ads are displayed on trusted websites and protects them from inadvertently supporting inappropriate or fraudulent content.

c. Increasing transparency: With Ads.txt, programmatic advertising becomes more transparent. Ad buyers can verify the authenticity of the inventory, the relationship between the seller and publisher, and any reselling that may have occurred. This transparency fosters trust and accountability in the digital advertising ecosystem.

Implementing Ads.txt: To comply with Ads.txt requirements, publishers need to follow these steps:

a. Generate the Ads.txt file: Publishers can create the Ads.txt file manually or use tools and services provided by the IAB or other industry organizations. The file should include information about authorized sellers, their account IDs, and the relationship with the publisher.

b. Upload the file to the website’s root directory: The Ads.txt file should be placed in the root directory of the publisher’s website to make it easily accessible for ad exchanges and buyers.

c. Maintain and update the file: Publishers should regularly review and update their Ads.txt file to ensure it accurately reflects their authorized sellers. This step is crucial for maintaining the integrity and effectiveness of Ads.txt.

Ads.txt Plus: The evolution of transparency: Recognizing the need for further transparency, the IAB introduced Ads.txt Plus, an enhanced version of the original initiative. Ads.txt Plus includes additional information such as the app-ads.txt file for mobile apps and specifications for Connected TV (CTV) inventory. These extensions broaden the scope of Ads.txt and provide increased transparency in new programmatic environments.


Ads.txt requirements have emerged as a valuable tool for combating ad fraud, enhancing brand safety, and increasing transparency in programmatic advertising. By implementing Ads.txt, publishers and advertisers can protect their interests, build trust, and contribute to a healthier digital advertising ecosystem. As the industry evolves, initiatives like Ads.txt Plus will continue to play a vital role in maintaining transparency and trust in programmatic advertising, benefiting all stakeholders involved.

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