The IAB's ads.txt project aims to improve transparency in programmatic.
Some buyers are reaching out to publishers asking to be added to their ads.txt file, claiming they will stop buying their inventory unless they are listed on the file, per an AdExchanger report.
AdExchanger writes: "But the publishers have the leverage. It’s the buyers who are at risk because if they aren’t added to Ads.txt, they can’t resell the publisher’s inventory. If that’s their only business model, they’re in trouble."
Thrive+ has been identified by some in the industry, including AdExchanger, as one (but not the only) company asking to be added to ads.txt files. Fill out the form to download the full list of 70 sites that have added thrive.plus to their ads.txt files. This list is updated as of November 2, 2017.
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Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”