Why is TXT so popular
Ads.txt: What is the function of this file?
Like so many standards, Ads.txt was not able to establish itself right from the start. One reason for the initially cautious use in the industry was certainly uncertainty: How would the file affect your own business? It was only when the heavyweight Google supported the initiative and announced that it would henceforth insist on using the file that Ads.txt gradually gained acceptance.
One point that has caused uncertainty in the industry is that the Resale of the inventory this is made more difficult. Providers buy the advertising space from a platform and resell it on their own. There is not always criminal energy behind this, but Ads.txt prevents such behavior. Publishers have no direct connection with these resellers and are often unaware of these processes. Therefore, the providers do not appear in the Ads.txt file. As a result, a few of these resellers have specifically written to publishers, which in turn has sparked plenty of discussion within the industry and has been viewed by many as an attempt at fraud.
One point of criticism from many sellers concerns the manual creation of the file: There is no guarantee that typing errors will not occur. It quickly became a Domain name error crept in and the publisher's inventory can then no longer be traded on the platform. Both the dealer and the publisher can miss out on large sums of money. However, using an Ads.txt validator can significantly reduce the risk of typing errors: Such a validator also checks whether the domain is actually a programmatic advertising marketplace. And finally, typing errors can also be avoided by being careful.
Another weak point of Ads.txt is the lack of labeling of the Type of agreed inventory: Publishers cannot use the text file to signal whether the retailer is allowed to sell display ads, video ads, or both. Platforms can therefore continue to pretend that display ads are actually advertising space for video ads and thus receive additional commissions. Just because a retailer is in an Ads.txt. appears, it is not yet certain that it is not a black sheep. The responsibility not to enter into agreements with fraudsters remains with the publishers.
One should also keep in mind that Ads.txt is not an all-purpose solution: Although the file can be used very well against domain spoofing, other forms of ad fraud remain unaffected. The fraudulent scams Impression fraud and click fraud, which still cost advertisers a large part of their advertising budget, this laudable initiative cannot stop them either.
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