Ads.txt rolled out midway through 2017 in a bid to help restore the faith of top marketers and premium publishers in the fast-growing programmatic advertising marketplace.
The system works by letting publishers publicly list their authorized ad tech partners by giving them a URL, which can be accessed by adding ‘ads.txt’ to their homepage domain address. Although certain flaws in the ads.txt system have been exposed in the ensuing two years, it has been one of the more rapidly adopted pan-industry initiatives in recent years with some of the biggest names in the industry coming out in its support.
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