As the demand-side gets more and more concerned about buying fraudulent impressions, particularly ad spoofing where a low-life operator steps in front of a legitimate publisher’s domain to skim ad dollars, there a new defenses. The Interactive Advertising Bureau (IAB) has established Ads.txt as a bulwark against this kind of fraud. Some DSP’s are refusing impressions from sites that are not registered on the Ads.txt whitelist.
Publishers can easily set-up their site by adding a simple text file to their servers, which can be integrated into programmatic platforms to add one more layer of security. The logic is simple: collect the money others are scraping from your identity and don’t be left behind as big boys like Google have already joined up. Source: Media Post