New numbers from ad exchange OpenX further point to deepening adoption of ads.txt and changing programmatic practices.
OpenX reports that 54 percent of the comScore 1000 had implemented ads.txt on their sites by mid-January. That’s up from 7 percent in August, when ads.txt adoption was slow to scale. The analysis by OpenX focuses on the largest publishers, with adoption monitored by its own crawler.
With critical mass achieved, OpenX is instituting a ban from its exchange on all reseller inventory that is not authorized in a publisher’s ads.txt file. OpenX says it will begin implementing the new compliance requirement in the coming weeks, and by the end of Q1, all unauthorized reseller traffic will be blocked from sites that have implemented ads.txt files. Many buyers and DSPs have said they will no longer buy unauthorized inventory. As of October 2017, Google’s DoubleClick Bid Manager began transacting only on inventory from authorized sellers in publishers’ ads.txt files when available.
[Read the full article on MarTech Today.]
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.