How ads.txt Makes Advertising Transparent [Infographic]
Transcript of How ads.txt Makes Advertising Transparent [Infographic]
The Interactive Advertising Bureau (IAB) released its Authorized Digital Sellers
solution in 2017 in response to a lack of transparency in online advertising.
How Makes DigitalAdvertising Transparent
ads.txt
ads.txt is a tool aimed at fighting digital ad fraud and ensuring brand safety for advertisers.
“”
This is achieved by having publishers declare their supplier partnerships, known as
Authorized Digital Sellers:
Advertisers then reference this list when
looking to buy ad inventory.
Content syndicationpartnerships
Networks andsales houses
Domain owners
shortadvertisingexchange,
54321, RESELLER,
2zbikxahn2jhqcu1v
tallexchange, 1042694,
DIRECT,
fl9nboxurip1pv98c
grandessp, 5958296,
RESELLER, RESELLER,
ADS.TXT
Black hatmarketers
Certain illegitimatead networks
Marketing
Commoncybercriminals
Organisedcriminals
Criminal
Who Are The Not-So-SmoothDigital Ad Criminals?
Why Do MarketersNeed It?
In the next decade, the amount of money lost to
fraudulent advertising is estimated to cumulatively
reach anywhere from:
$50B
$140B
Ad fraud at constant30% share of digital market
Ad fraud at constant10% share of digital market
THE.NUTS.AND.BOLTS
The technology
behind ads.txt is
simple — it’s just
a small text file.
The file sits on a publisher’s server and is accessed
by an advertiser who wants to purchase inventory:
www.publisherdomain.com/ads.txtwww.publisherdomain.com
It specifies each reseller who can sell a publisher’s
ads on its behalf:
www.publisherdomain.com/ads.txtwww.publisherdomain.com
# Ads.txt file for publisherdomain.com:
shortadvertisingexchange, 54321, RESELLER, 2zbikxahn2jhqcu1v tallexchange, 1042694, DIRECT, fl9nboxurip1pv98cgrandessp, 5958296, RESELLER, 4i6rz4jl1983top8pventissp, 3144980, RESELLER, w9spknabvvl9mkyfd trentaadexchange, 8176631, DIRECT, 83it5q7t9ub7zk296
Publisher.com, 1234, ‘Direct’ or ‘Reseller’, Trustworthy Accountability Group (aka TAG) cert ID
Exchange domain Account type Tag ID (optional)
Account ID
Here’s how to decipher a typical ads.txt entry:
Put together a list of your accounts and gather
the info required for your ads.txt file.
Step 1
Use a simple text editor or any word processor to
create the ads.txt file as per IAB’s specs
https://iabtechlab.com/ads-txt/
Step 2
Host the ads.txt file on your root domain.
Step 3
3 Easy Steps To Fraud-FreeInventory
Leading PublishersAlready On Board
ads.txt has already been implemented
internationally by some of the biggest
brands in publishing:
The top ad tech partners are
(as at Nov 2017):
The average publisher has 8.7
accounts with 4.8 partners“
”
Allows you to see whether
your chosen publisher has
implemented ads.txt.
The ads.txtValidator tool
www.adstxtvalidator.com
Helps you easily create
a correctly formatted file.
The ads.txtGenerator
adstxt.vertamedia.com
Handy Resources
Visit IAB’s official resource
to learn more:
iabtechlab.com/ads-txt/
benchplatform.com
Take Control Of Your Performance Marketing Campaigns
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Sources: https://iabtechlab.com/ads-txt/https://iabtechlab.com/blog/helping-industry-prevent-sale-of-counterfeit-inventory-with-ads-txt/https://www.wfanet.org/app/uploads/2017/04/WFA_Compendium_Of_Ad_Fraud_Knowledge.pdfhttps://medium.com/@adenforshaw/the-iabs-new-ads-txt-initiative-what-does-it-mean-for-video-publishers-b2b61c1fcb56http://www.adopsinsider.com/ad-exchanges/ads-txt-adoption/https://www.adstxtvalidator.com/https://adsthttps://adstxt.vertamedia.com