Stay Informed: ads.txt

Have you implemented Ads.txt?

In partnership with Google and IAB, Inform is implementing ads.txt across all of our publisher relationships to increase media buying efficiency, and we would like you to add our ads.txt to your file, and keep it updated. 

What is ads.txt?

Ads.txt is an IAB-approved text file that aims to prevent unauthorized inventory sales. It is the mechanism that allows publishers to list their Authorized Digital Sellers and is a frontline weapon against inventory spoofing. You can learn more about the specs of this program HERE.

Why do I need to do this?

Inform curates advertisers for our publishing partners and those advertisers are requiring ads.txt in order to validate that Inform has the rights to sell inventory on that specific domain. The Inform Seller IDs listed in the ads.txt file represent the technology powering our ad delivery.

What do you need to do now?

Simply visit Inform’s Support Center to copy and paste the text there to your ads.txt domain or simply add the Inform Seller IDs to your existing ads.txt file. 

It is important ads.txt is implemented properly, with only one entry per line,  in order for buying platforms to recognize the information. If the ads.txt file posted is inaccurate, buyers may not recognize your inventory as authorized and will devalue it. 

We recommend that a member of your development team handle the implementation of the ads.txt file on your root domain. Please don’t hesitate to reach out if we can provide any assistance.

Why will I need to update my ads.txt file?

We are continuing to sell more strategic and higher priced deals which will require new seller IDs to be added to the ads.txt file. We will do our best to keep these updates as infrequent as possible for your convenience. Please email us at to subscribe for updates to our ads.txt file.

What will happen if you don’t act now?

Trading desks like DoubleClick Bid Manager (DBM), Appnexus and others have already stopped purchasing inventory from sites that are noncompliant with ads.txt. They will also start blacklisting noncompliant domains going forward.

If publishers do not adopt ads.txt, buyers which have adopted ads.txt into their buying process may exclude those publisher’s’ inventory and no longer bid on it, resulting in less demand for the publisher. This will ultimately mean a loss in ad revenue.

Thank you for helping to combat ad fraud and improve monetization.

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