Ad fraud is an issue currently plaguing the digital ad industry. Combatting fraud is a trending topic, as companies seek solutions to stop the offenders. A call for an increase in transparency for publisher ad inventory supply, especially during the real-time bidding process, is considered a possible solution.
What Is Ads.txt?
Developed in Spring 2017, ads.txt is an IAB specification that provides a simple, flexible, and secure method for publishers and distributors to declare who is authorized to sell their inventory – improving
transparency for programmatic buyers.
The ads.txt project aims to prevent various types of counterfeit inventory across the ecosystem by improving transparency in the digital programmatic supply chain.
- We are creating and implementing ads.txt files for our network, and we want to include LiveIntent -- what Publisher ID do I use?
Your account team will be able to provide you with your LiveIntent PUBLISHER ID, to be
placed in your ads.txt files. Your fields should look something like this: [liveintent.com,
- We are creating and implementing ads.txt files for our website programmatic partners -- is there something we should be doing for LiveIntent?
Yes. The same process that you are performing for your other partners, you can
replicate for LiveIntent. Your account team will be able to provide you with your
LiveIntent PUBLISHER ID, to be placed in your ads.txt files. Your fields should look
something like this: [liveintent.com, PUBLISHERID, DIRECT]
- What is LiveIntent's 'system' (operational) domain?
You will use: liveintent.com for this field in your ads.txt file.
- Is the Publisher ID I use for ads.txt different than for the LiveIntent Exchange vs. LiveIntent RTB?
No, they are the same.
- Does LiveIntent offer my inventory on any other exchanges?
- Is ads.txt a fool-proof guarantee to preventing fraud during the programmatic buying process?
Unfortunately, ads.txt is a step in the right direction. Due to the complexity of the realtime
bidding process, not all publisher and supply calls are listed and ads.txt may block
a legitimate seller. Additionally, even authorized resellers can still provide fraudulent
inventory. One known issue today is the caching of ads.txt files, it can take a few days
for these files to be updated when ‘crawlers’ are looking for them.