Barons Media Has Been An Early Adopter In This Initiative
ADS.TXT is the pebble thrown into the pond now sending endless ripples throughout the industry. Barons Media has adopted this initiative, helping their publishing base to implement the new standard. However, these ripples have proven to be strong and disruptive as many companies find themselves without a life preserver being unable to adapt.
First established by the IAB, ADS.TXT (Authorized Digital Sellers) has been increasingly utilized in the digital ecosystem. It was created in an effort to add transparency in the digital programmatic marketplace. The supply chain had become obfuscated which in turn had driven counterfeit inventory in the space.
The mission of the ads.txt project is simple: Increase transparency in the programmatic advertising ecosystem. Ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.
By creating a public record of Authorized Digital Sellers, ads.txt will create greater transparency in the inventory supply chain, and give publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory across the ecosystem. As publishers adopt ads.txt, buyers will be able to more easily identify the Authorized Digital Sellers for a participating publisher, allowing brands to have confidence they are buying authentic publisher inventory.
The publisher’s webmaster is the only one able to add an ADS.TXT file, authorizing resellers of it’s inventory. The hope is this will filter out much of the bad actors in the industry. Currently approximately 12% of the webs top 10,000 sites have adopted the new standard. Much of the adoption has been triggered through large buyers such as Google DBM.
It doesn’t seem as adoption has slowed. However, as a relatively small percentage of publishers have adopted the standard, buyers are content in running on inventory lacking ADS.TXT for the time being.
Currently, in the midst of Q4, it’s easy to see why there hasn’t been a hard stand on the new initiative. Although, when the need to scale plummets in Q1 there may be a push for adoption on a much larger scale.
Barons Media has been an early adopter in this initiative. All of Barons Media’s direct and exclusive publishing inventory has implemented ADS.TXT files in an effort to remain transparent within the digital supply chain.
As ADS.TXT is adopted on a wider scale, Barons Media will continue to assist publishing in implementing the new standard.