Ads.txt Explained: Who's Buying In?
Ads.txt, a tool developed in 2017 to increase transparency and combat advertising fraud, gained industry support due to heightened concerns over brand safety, with MediaRadar CEO Todd Krizelman noting that widespread fraud finally motivated brand-name publishers to adopt it.
In 2017, the conversation surrounding transparency in advertising gained quite a bit of traction, as many brands expressed their distrust in the high levels of fraud surrounding them.
Within that conversation, emerged a new tool, known as Ads.txt.
The idea for something like this had been lingering in the back of the industry’s mind, but never received the proper support to become a reality. This year’s intensified conversation surrounding brand safety made it possible, however.
MediaRadar CEO, Todd Krizelman, stated, “The idea for this (ads.txt) has been around for years, but the raft of fraud this year really motivated the industry to get on board – especially for brand-name publishers.”
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