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= ads.txt =
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Introduction
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ads.txt (Authorized Digital Sellers) is an initiative from IAB
Technology Laboratory. It specifies a text file that companies can
host on their web servers, listing the other companies authorized to
sell their products or services. This is designed to allow online ad
space buyers to check the validity of the sellers from whom they buy
ad space, for the purposes of internet fraud prevention, in
particular, ad fraud.
State of adoption
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By November 2017, more than 44% of publishers had ads.txt files. More
than 90,000 sites were using ads.txt, up from 3,500 in September 2017,
according to Pixalate. Among the top 1,000 sites that sold
programmatic ads, 57 percent had ads.txt files, compared to 16 percent
in September, per Pixalate. Adoption peaked in November 2024 and began
declining.
Adoption data per FirstImpression.io's Ads.txt Industry Dashboard:
Websites Tier !Jan 30th, 2026!! Jan 30th, 2020 !! Jan 30th, 2019 !!
Jan 30th, 2018
Alexa Top 1,000 |42.4% 44.20% 40.90% 33.70%
Alexa Top 5,000 |38.1% 39.58% 36.00% 29.06%
Alexa Top 10,000 |34.9% 36.66% 32.75% 25.18%
Alexa Top 30,000 |29.2% 31.71% 26.34% 18.52%
Google has been an active proponent of ads.txt. From the end of
October 2017 Google Display & Video 360 only buys inventory from
sources identified as authorized sellers in a publisher's ads.txt
file, when a file is available. ads.txt may become a requirement for
Display & Video 360.
File format
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The IAB's ads.txt specification dictates the formatting of ads.txt
files, which can contain three types of record; data records,
variables and comments. An ads.txt file can include any number of
records, each placed on their own line.
Since the ads.txt file format must be adhered to, a range of
validation, management and collaboration tools have become available
to help ensure ads.txt files are created correctly.
A standard data record consists of three required fields and one
optional field separated by commas. These fields identify the
authorized advertising system, the publisher's account identifier
within that system, the relationship type (either 'DIRECT' or
'RESELLER'), and an optional certification authority identifier.
The original specification, v1.0, was issued in 2017. with version
1.0.1 making small changes based on community feedback later that
year. In 2019, version 1.0.2 made further small amendments and
recommended using a placeholder record to indicate the intent of an
empty ads.txt file.
In 2021, version 1.0.3 added the directive, with version 1.1 adding
and in 2022.
See also
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* Online advertising
* robots.txt
* security.txt
* trust.txt
License
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All content on Gopherpedia comes from Wikipedia, and is licensed under CC-BY-SA
License URL: http://creativecommons.org/licenses/by-sa/3.0/
Original Article: http://en.wikipedia.org/wiki/ads.txt
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