The popularity of ads.txt is on the rise. Adoption increased by 1,924 percent between September and December 2017 according to Pixalate’s 2017 Trends Report. Much of the increased adoption of ads.txt can be attributed to DSPs like DoubleClick Bid Manager and The Trade Desk announcing that they will not buy unauthorized impressions.
“At SpotX, our top five DSPs have implemented some level of decisioning on ads.txt, which has resulted in a 5 percent increase in eCPMs for publishers that have implemented the spec,” said Kelly McMahon, SVP, Global Demand Operations at SpotX.
As more and more buyers begin transacting on the basis of ads.txt, budgets will evaporate for publishers that have not yet implemented the spec. These budgets will instead concentrate with publishers that have implemented ads.txt. To avoid missing out on spend from DSPs, we strongly recommend that all SpotX publishers implement ads.txt and include all authorized sellers.
The vast majority of DSPs working with SpotX will filter on the basis of ads.txt if they don’t already. In fact, our most recent DSP survey showed that 72 percent of integrated DSPs already have or plan to decision on ads.txt by the end of Q1 2018. Publishers with ads.txt implemented stand to benefit.
Implementing ads.txt is easy
Publishers need to create an “ads.txt” text file and host it at the root level of their domain. The file should include all exchanges, SSPs and resellers authorized to sell their inventory. Failure to implement ads.txt or not including all authorized resellers puts publishers at risk of missing out on revenue.
Be smart about who you include in your ads.txt file
If you work with resellers, it is important that you include their details in your ads.txt file. Please remember you should only include sellers with whom you have legitimate business relationships. Documentation on how to implement ads.txt can be found on the SpotX Developer Center. Overall, implementation is fairly simple and if you have any questions your SpotX Account Team would be happy to help you out.