With 54% of comScore 1000 publishers adopting ads.txt, OpenX says it will start banning unauthorized inventory
New numbers from ad exchange OpenX further point to deepening adoption of ads.txt and changing programmatic practices.
OpenX reports that 54 percent of the comScore 1000 had implemented ads.txt on their sites by mid-January. That’s up from 7 percent in August, when ads.txt adoption was slow to scale. The analysis by OpenX focuses on the largest publishers, with adoption monitored by its own crawler.
With critical mass achieved, OpenX is instituting a ban from its exchange on all reseller inventory that is not authorized in a publisher’s ads.txt file. OpenX says it will begin implementing the new compliance requirement in the coming weeks, and by the end of Q1, all unauthorized reseller traffic will be blocked from sites that have implemented ads.txt files. Many buyers and DSPs have said they will no longer buy unauthorized inventory. As of October 2017, Google’s DoubleClick Bid Manager began transacting only on inventory from authorized sellers in publishers’ ads.txt files when available.