Ad buyers are dissatisfied with publishers’ slower-than-expected adoption of the industry’s anti-fraud initiative, Ads.txt. Now they are nearing an ultimatum: Publishers need to upload a public list of their programmatic sellers and resellers, or they will be left out of brands’ programmatic ad buys.
“Some advertisers care a lot about making sure that we’re not buying fraudulent inventory, and for those I think it will be as soon as Q4 that we start to say, ‘We’re only buying through Ads.txt-enabled publishers.’ Something like that is going to need to happen sooner than later to actually push the publishers to where they need to be,” said DigitasLBi’s VP and director of programmatic, Liane Nadeau.
Tim Peterson, Third Door Media’s Social Media Reporter, has been covering the digital marketing industry since 2011. He has reported for Advertising Age, Adweek and Direct Marketing News. A born-and-raised Angeleno who graduated from New York University, he currently lives in Los Angeles. He has broken stories on Snapchat’s ad plans, Hulu founding CEO Jason Kilar’s attempt to take on YouTube and the assemblage of Amazon’s ad-tech stack; analyzed YouTube’s programming strategy, Facebook’s ad-tech ambitions and ad blocking’s rise; and documented digital video’s biggest annual event VidCon, BuzzFeed’s branded video production process and Snapchat Discover’s ad load six months after launch. He has also developed tools to monitor brands’ early adoption of live-streaming apps, compare Yahoo’s and Google’s search designs and examine the NFL’s YouTube and Facebook video strategies.