Another initiative has emerged, ads.txt, from IAB’s Display Trading Council members: Adform, Index Exchange, IAS, PubMatic, and Rubicon Project. However, ads.txt is not getting the wide adoption it needs. Publishers are dragging their heels to get their tech teams to implement it. Even though it’s fairly simple, requiring only the dropping of a text file on publisher web servers listing companies authorised to sell their inventory, it requires coding and development teams have higher priorities, like developing revenue generating ad units.
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