All you need to know about Ads.txt

Oct 25, 2017 in News

What is ads.txt?

Ads.txt is a simple, flexible, and secure method for publishers and distributors to declare who is authorized to sell their inventory, improving transparency for programmatic buyers.

Publishers drop a text file on their web servers (similar to robots.txt) that lists all of the companies that are authorized to sell the publisher’s’ inventory.

This initiative is designed to fight fraud and counterfeit ad impressions that cost Digital Advertising industry millions of dollars in losses each year.

You can find more about on IAB website.

Why should I bother with ads.txt?

As a publisher, you’re probably thinking what is your benefit of creating an ads.txt file and keeping it up to date.

● Higher CPM

Advertisers and media buyers are lowering the CPM rates due to potential fraud since they can’t verify the impressions are actually delivered from your website. Once they are able to easily confirm the traffic from your site is legit they are more likely to bid higher.

● Avoid Revenue loss

Also as time goes by more and more ad companies are going to make ads.txt verification obligatory and simply won’t buy traffic from sites without it. It can happen as early as December 2017. So better be prepared.

How can I install ads.txt?

The process is quite simple and straightforward.

1). Gather the required info from ad networks, DSPs and media buyers. You can request it by e-mail or find in your account. This includes the domain name of the advertising system, Publisher account ID’s, account relationship type’s (direct or reseller) and if available, the certification account ID for verified advertising systems. Here’s an example according to IAB:, 1234, DIRECT

2). Create a crawlable text document named ads.txt and list all the info you received from your partners.

3). Upload the document at the root level of your domain as a public file, so it’s discoverable by programmatic buyers. You can do it using FTP server. Some CMS (e.g. WordPress has plugins that allow you to do it)

4). Keep the file up to date by adding new lines as you connect new demand.

Now you can easily find the required lines for each of your sites in manage tags section of the dashboard.


Should you have any questions or need any help with setup our publisher’s team is at your disposal.