Understanding Ads.txt Plus and Its Role in AdTech
Programmatic advertising is complex, and with every advancement to improve ROI, fraudsters find ways to exploit the system. The industry adapts, but the cycle continues. As the ecosystem expands, more vendors join, making transparency a challenge. However, with adtech consolidation and Supply-Path Optimization, the industry is evolving towards greater efficiency and security.
Why a Universal Solution Is Necessary
To eliminate fraudsters, a universal solution was required for all digital sellers. The Interactive Advertising Bureau (IAB) introduced Ads.txt to help publishers list authorized resellers. However, many publishers were slow to update their files, leaving gaps in security. Demand-Side Platforms (DSPs) rely on crawlers to check ads.txt files, but these crawlers may miss updates due to predetermined crawling frequencies. This leads to inefficiencies and financial losses for both publishers and advertisers.
Ads.txt Plus: The Blockchain-Based Evolution
Ads.txt Plus offers a blockchain-based solution, ensuring that ads.txt files remain updated and accessible. Instead of storing the file on individual servers, Ads.txt Plus leverages Ethereum testnet to enhance transparency and security. This innovation provides real-time updates, reducing errors in ad transactions and improving trust in programmatic advertising.
How Ads.txt Plus Works
Ads.txt Plus, introduced by MetaX, supplements rather than replaces Ads.txt. It provides a user-friendly interface, enabling publishers to add sellers to the blockchain. Advertisers can access up-to-date ads.txt files programmatically via an API. This approach eliminates reliance on crawlers and ensures accuracy in the supply chain.
Key Features of Ads.txt Plus
Auto-Publishing DLS
With Ads.txt Plus, DSPs no longer need web crawlers to scrape seller files. The API delivers automatic push notifications and real-time updates, ensuring that advertisers always have the latest information on approved sellers.
Enhanced Mobile Web and App Compatibility
Unlike traditional Ads.txt, Ads.txt Plus allows publishers to manage both mobile web and app properties efficiently. This expansion ensures consistency across all digital channels.
Secured Reseller Listings
Ads.txt Plus enhances data security with encrypted reseller listings. Publishers can maintain a private list of approved resellers, while advertisers retain full access to manage and optimize their campaigns.
The Future of Blockchain in AdTech
IAB Tech Lab has introduced Ads.cert as an add-on to further strengthen Ads.txt security. Although blockchain has yet to achieve widespread adoption in real-time bidding (RTB), its potential in ad fraud prevention is promising. While it does not revolutionize RTB, Ads.txt Plus provides a practical solution to existing inefficiencies, making it a viable option for the industry.
Beta Testing and Industry Adoption
MetaX has not disclosed which publishers are currently testing Ads.txt Plus. However, the company has confirmed that more details will be shared soon. As adoption increases, this technology could become a cornerstone in securing programmatic advertising.
Conclusion
The integration of blockchain into adtech remains in its early stages, but Ads.txt Plus presents an innovative step toward greater transparency and fraud prevention. As the industry continues to evolve, solutions like Ads.txt Plus may shape the future of digital advertising by enhancing security and efficiency.