Google announced Thursday that will advertisers using Display & Movie 360 ( previously DoubleClick Bid Manager ) can now opt to only buy supply that has been authorized via a publisher’ h ads. txt file.
Ads. txt is an initiative spearheaded with the IAB Tech Lab to help get rid of domain spoofing ad fraud. Simply by placing an ads. txt document on their domains, publishers can checklist the IDs associated with the seller balances of ad networks and trades that are authorized to sell their marketing inventory. Advertisers can then do a good ID lookup to verify they may be buying inventory from authorized retailers.
Ads. txt usage has continued to rise. Google states more than 430, 000 domains have got added the file since Feb and that close to 600, 000 web publishers — and 90 percent from the publisher partners — are using advertisements. txt.
Last drop, Google began filtering unauthorized supply from its ad systems. Now that adopting is high, Google is providing advertisers the ability to exclude publishers that will don’ t have ads. txt files from their ad buys. The newest feature is an opt-in.
Pooja Kapoor, head of GDPR and data trust at Search engines, told MarTech Today in an job interview Wednesday that the company quietly allowed the opt-in feature on 06 27 and that they’ ve currently seen 15 percent of collection items in Display Video 360 opted-in as buyers came across the choice.
The move to permit advertisers to exclude publishers that will don’ t have ads. txt files should push adoption simply by publishers even higher.
Kapoor noted the recent test run with the Guardian , MightyHive and Search engines to better understand the risks of buying illegal inventory. “ The results showed very clear evidence of unauthorized exchanges claiming to get sold Guardian US inventory plus taking revenue when the buy has been made through the open exchange. In comparison, there were no signs of fraud with the DSP only buying ads. txt authorised inventory, ” The Protector reported.
Publishers ought to care about publishing their files plus making sure they are correct, and purchasers should also be taking similar strategies, said Kapoor. “ We are operating toward a future in which authorized just is the only option on Display Movie 360. Other buyers also need to stick to suit and honor ads. txt files. It doesn’ t function unless we have broad adoption in the buy-side. ”
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