RESEARCH

The problem with ads.txt

Advertisers may be damaging their campaigns with blanket ads.txt adoption, new research from Infectious Media shows.

 

Our research shows how advertisers can damage their campaign performance with an unsophisticated implementation of ads.txt.

Key findings:

  • Buying Direct brings a 60% higher proportion of sales than Reseller
  • Buying Direct is 37% more expensive, and 24% more prone to fraud than Reseller
  • The value in Resellers is widely dispersed, not all Resellers are the same
  • The Unknown long tail still provides value for advertisers

Key benefits:

  

Buying Direct brings a 60% higher proportion of sales than Reseller
Buying Direct is 37% more expensive, and 24% more prone to fraud than Reseller
The value in Resellers is widely dispersed, not all Resellers are the same

The unknown long tail still provides value for advertisers

Dan Larden, Global Strategic Partners Director

"Blunt implementation of ads.txt on the buy side could damage advertiser campaigns unnecessarily. Advertisers need to be asking their agencies and tech providers for a deeper understanding of the inventory they are buying to ensure the right strategies are in place for each inventory type."

Dan Larden, Strategic Partnerships Director, Infectious Media