Preventing unauthorized inventory
As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:
- Marketers and agencies using DoubleClick Bid Manager and Google Adwords will not buy unauthorized impressions as identified by publishers’ ads.txt files.
- DoubleClick Ad Exchange and Google AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.
- Over 100,000 ads.txt files have been published
- 750 of the comScore 2,000 have ads.txt files
- Over 50% of inventory seen by DBM comes from domains with ads.txt files
“Consumers place enormous value on the ability to trust brands, which is why transparency in advertising is a top priority at L’Oreal. We look forward to collaborating with Google on this initiative as we continue to encourage the industry to follow suit.”
- Marie Gulin-Merle, CMO L’Oreal USA
"Removing counterfeit inventory from the ecosystem is critical to maintaining trust in digital. The simple act of publishing an ads.txt file helps provide the transparency we need to quickly reduce counterfeit inventory from harming our clients."
- Steve Katelman, EVP Global Strategic Partnerships, Omnicom Media Group
“It's great to see adoption of ads.txt across the industry and we're happy to see Google put their support behind this initiative. By eliminating counterfeit inventory from the ecosystem, marketers' budgets will work that much harder and revenue will reach real working media to fund the independent, high-quality journalism which society depends upon."
- Anthony Hitchings, Digital Advertising Operations Director, Financial Times
It’s amazing to see how fast the industry is adopting ads.txt, but there is still more to be done. Supporting industry initiatives like ads.txt is critical to maintaining the health of the digital advertising ecosystem. That’s why we’ll continue to invest and innovate to make the ecosystem more valuable, transparent, and trusted for everyone.