Ads.txt Publisher Manual: A Guide To Implementation

Ads.txt Publisher Manual: A Guide To Implementation

Here’s a quick overview of the Ads.txt implementation process:

Step 1: Gather all the necessary information from your accounts with resellers, network partners, and parties that make your inventory available to buyers. 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.

Step 2: Create the ads.txt file in notepad or any other document creation software according to the specifications set out by the IAB. Save and name the file ads.txt.

Step 3: Upload the file in the root of your domain and not a subdomain as subdomains are not currently supported. An example would be http://www.businessinsider.com/ads.txt. Keep in mind that this URL string is just an example and visiting the URL will yield no result. Uploading the text file to your website should be self-explanatory, however, if you do not know how to do it get your webmaster to perform the task for you.

For help with your ads.txt setup & any other ad optimization issues, sign up to MonetizeMore today!

Introduction

The programmatic advertising industry is full of fraud. It’s unfortunate, startling and nothing but the truth. Earlier this year CNBC published an article stating that advertisers might be looking at an estimated loss of over $16.4 billion for 2017 compared to $12.5 billion in 2016 thanks to fraudulent traffic. Companies, The&Partnership and Adloox, partnered and looked at billions of bid requests to bring the statistics to light.

Defining the exact numbers when it comes to online advertising fraud is difficult. There are many different sources also estimating varying levels of ad budgets lost due to fraud.

Fraud is and remains an ever-present problem in the industry. Thankfully, organizations like the Interactive Advertising Bureau (IAB) exist who use their resources to improve and implement standards for the good of the online advertising industry.

example ads.txt subdomainThey’ve come up with a solution for all the fraudulent online activities taking place called the Authorized Digital Sellers project or Ads.txt for short. This method of battling bot traffic that ends up viewing and clicking on ads instead of real humans is simple, secure, and the implementation for publishers is not all that hard.

Although adoption within the premium publisher realm seems to be moving slow, implementing it as a publisher is important and there are rumors swirling that ads.txt will become mandatory by Q4 of 2017.

Here at MonetizeMore, we’ve had many inquiries from publishers asking us how to implement ads.txt on their website properties so; we decided to create the ultimate Ads.txt implementation manual. This way we can support all internet publishers, not only those working with MonetizeMore and work together towards a transparent, non-fraud stricken online advertising industry.

If you’re looking to manage your Ads.txt file via WordPress, install our free Ads.txt WordPress Plugin.

What is ads.txt?

amazon ads.txt dfp combination fileNow that you’ve got an overview with regards to why the industry needs something to combat fraud let’s quickly discuss what it is. It is a simple text, or .txt file publishers upload to their website properties where they declare in front of the whole world which parties within the advertising industry they allow selling their ad inventory.

They create a list of “Authorized Digital Sellers” (ads.txt abbreviation) which can be referenced by programmatic advertisers/buyers when purchasing advertising inventory from sellers.

What’s great about this solution is the fact the publishers have full control since they should be the only entities who have access to their domain and hosting root to upload the ads.txt file.

The Interactive Advertising Bureau is aware of the fact that publisher not only market their ad inventory through one particular channel and the ads.txt file is design to support that.

The following publisher inventory selling is supported via:

  • Ad exchanges through personal accounts
  • Ad networks who sell as programmatic partners
  • Content syndication partnerships

Benefits for publishers & the advertising industry

google adsense ads.txt for bloggerFraud gives the online advertising industry a bad name. It decreases advertiser trust and ultimately affects everyone. If you have been wondering whether or not as a publisher you should adopt the IAB ads.txt within your business model let me show you some of the benefits it provides.

As you’ll see in the next section, creating the ads.txt sample file is not rocket science. Since it’s in a simple format, that of a text file, it can easily and quickly be updated to present any changes within your business.

All the information you need to create the ads.txt file isn’t hard to come by since most systems already present the information with regards to the OpenRTB protocol.

Implementing these practices from IAB provides transparency into who is selling what ad inventory and whether they are doing it legitimately. This increases advertiser confidence in your ad inventory.

Let me explain the last point like this: Buyers frequently can’t tell which parties are selling impressions in ad exchanges. Also, sometimes the URL delivered does not even accurately represent the party selling and delivering the impression. The OpenRTB protocol already includes Publisher and URL ID’s, but no record exists that tells who owns particular publisher ID’s and how valid that information is.

Upon implementation of the file buyers will be able to determine who the Authorized Digital Sellers are for the publisher and confidently purchase media without doubting the inventories authenticity.

How to create and implement ads.txt?

Here is the official implementation guide from the Interactive Advertising Bureau: IAB Tech Lab Ads.txt Specification Version 1.0

Instructions from Google for the adoption of the technology (whether running AdSense, Ad Exchange or DFP) is on this page: Declare authorized sellers with ads.txt

Alternatively, you can watch this video from Google Publisher University. Take note that the video is for Google-owned products only.

Here is an in-depth explanation of the file compilation:

Each line of text within the ads.txt spec file contains between 3-4 fields of information which the first three fields are required. Here’s an example:

<FIELD #1>, <FIELD #2>, <FIELD #3>, <FIELD #4>

As mentioned, Field 1 – Field 3 is mandatory whereas Field 4 is optional.

The following excerpt from the IAB official document explains each field and its purpose in detail.

IAB document screenshot

As a publisher, it will end up looking like this:

#< SSP/Exchange Domain >, < SellerAccountID >, < PaymentsType >, < TAGID >

Different situations require different setups as not all publishers sell inventory the same way. Three example cases exist as shown below:

Single System Direct

In this instance, you as a publisher only sell your inventory via a single system that you control. Here’s an ads.txt example according to the Interactive Advertising Bureau:

Single System Direct

Single System Reseller

Here, very similar to “Single System Direct,” you as a publisher only sell your inventory via a single system, but instead of controlling it, an independent company manages the reselling of your inventory. In the example below the fourth field got excluded as the reseller was not verified independently. Here’s an example according to IAB:

Single System Reseller

Multiple resellers and systems

This example is a combination of the previous two where more than one “single system direct” and “single system reseller” are used. Some advertising systems are verified and thus can add “field #4” at the end of the line of text with their Certification Authority ids. Here’s an example according to IAB:

Multiple resellers and systems

In closing

We hope you’ve realized that implementing ads.txt as a publisher is not as hard as you might have initially thought. Now it’s your turn to go out, follow the instructions given and get the file uploaded to your website properties.

If you are having any issues implementing Ads.txt or have questions, you can contact the MonetizeMore support team here.

Sign up to MonetizeMore to learn how Ads.txt fits into an optimal ad optimization strategy.

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Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like Adsense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

17 Comments

  1. That is a good start to put this stupid scam aside, i love the initiative..

    Reply
  2. Can I use the hashtag symbol to add comments to my ads.txt so that I know which ad network a line is from. For example, many networks have sent us their ads.txt lines and all of them use Google, so we have several lines of ads.txt showing a google ID number which doesn’t tell us WHO that network is. So, I would like to add something like:

    # NAME OF AD NETWORK 1

    google.com, pub-*************, RESELLER, ************

    # NAME OF AD NETWORK 2

    google.com, pub-*************, DIRECT, ************

    # NAME OF AD NETWORK 3

    google.com, pub-*************, RESELLER, ************

    etc…

    Reply
    • You can have comments and in exactly the format you said; any lines starting with the hash symbol will be ignored in ads.txt.

      Reply
  3. Hi I have been using Only Google adsense on my website. Is is necessary to use ads.txt on my website.

    Reply
    • It’s not mandatory, but it is recommended in order to reduce fraudulent ad traffic and safeguard your revenue. As you grow and add more networks, ads.txt will become increasingly important.

      Reply
      • I’m still confused by the terminology. I am a Google AdSense publisher, nothing more, so I “sell” ad impressions/clicks to the people and business who are Google AdWords advertisers. Does the terminology even apply to me, at all? The terminology seems to refer to websites that sell impressions/clicks to entities *other than* the original advertiser, which would not be an ordinary AdSense publisher like me. But you are saying an ordinary AdSense publisher should also run an ads.txt file. WHO would I be declaring that I sell impressions/clicks to? I would declare that sell impressions/clicks to Google, via the google examples here in these comments? Thank you.

        Reply
        • Yes, Google is the network that you’re selling impressions to. See the links on the page we shared: ‘Declare authorised sellers with ads.txt’ and the Publisher University video for how to format the AdSense line. Ads.txt is applicable to AdSense only publishers like yourself, and will become increasingly important as you grow.

          Reply
  4. I just signed up with an AD Network and they told me to add an ads.txt code for ads to be displayed. Well thanks for the guideline. But is it ok to place it like this;-

    google.com, pub-xxxxxxx, DIRECT, xxxxxxxxxxxxx
    google.com, pub-xxxxxxx, RESELLER, xxxxxxxxxxxxxxxx

    Reply
    • For Google specifically, the format should be:

      google.com, pub-0000000000000000, DIRECT, f08c47fec0942fa0
      google.com, pub-0000000000000000, RESELLER, f08c47fec0942fa0

      as shown in their article on ads.txt here: https://support.google.com/admanager/answer/7441288?hl=en. You would replace the line of zeroes with your own Google publisher ID.

      For other ad networks, they can advise you what to enter on your ads.txt.

      Reply
  5. Kean Graham, Thanks for this great guide on Ads.txt implementation.

    Reply
  6. Hay could you please check my website and let me know If I have used it correctly.

    Regards
    Harman

    Reply
    • Looks OK to us, format and placement are correct.

      Reply
  7. Hi,

    I am using my friend’s AdSense account to monetize my website. I already added an ads.txt file in my website before 10 days, but the warning still appearing in AdSense account.

    Can you please check if I did the correct insertion.

    website URL: https://techaventure.xyz/ads.txt

    Reply
    • That’s not correct – the ads.txt needs to be plain text only, no HTML formatting at all. When we inspect the source code on your ads.txt page, we can see HTML formatting.

      Reply
  8. HI,

    Thanks for this guide, I have faced this issue for a long time, Maybe it from June but now I fixed them.

    I think Google has started this update because most of the time, ads appear on irrelevant pages. We should take advantage of this ads.txt file because Google strongly recommended that Creating your own ads.txt file gives you more control over who’s allowed to sell ads on your site and helps prevent counterfeit inventory from being presented to advertisers.

    Cheers

    Reply
  9. Hi! I am adsense publisher, not DFP/ad manager. I uploaded ads.txt on the server, with only one line: google.com, pub-xxxxxxxxxxx, DIRECT, f08c47fec0942fa0. I downloaded it from the adsense dashboard, with correct publisher id. After few days my page rpm/revenue dropped about 50%. Is it possible to ads.txt cause decrease of revenue?

    Reply
    • You might want to disable ads.txt briefly to see if the revenue recovers, if it does you might have an issue with your implementation of ads.txt. If it doesn’t rebound then there is some other issue. Make sure you’ve followed all the steps in our article in order to implement ads.txt. Remember the page should be plain text with no HTML on the page.

      Reply

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