Industry’s anti-fraud initiative, Ads.txt, slowly gains traction with publishers, helped by Google’s push

Posted on August 29, 2017
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Let’s say you want to pick up an authentic NFL jersey to rep your team right this season. You could buy it from the NFL’s official online store, but you see that ReelDeelNFLJerzees.net is offering one for less money.

You like the price, but not the idea of being played for a fool. Wouldn’t it be nice if the NFL published a list of authorized retailers so you could see if ReelDeelNFLJerzees.net is, in fact, the real deal?

Same goes for brands buying ads programmatically. And fortunately for them, in late June, the IAB Tech Lab rolled out a way for them to verify that a third-party company selling space on a publisher’s site is actually authorized to do so. It’s called Ads.txt.

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