Helping stop the sale of counterfeit ad inventoryWhen counterfeit inventory is allowed to be sold or an unauthorized reseller puts underpriced inventory into the market, it prevents publishers from receiving the full value of their inventory. That’s why we fully support the IAB Tech Lab’s ads.txt standard. Ads.txt gives publishers and distributors a simple, flexible and secure method to disclose the companies they authorize to sell their digital inventory. It increases transparency in the inventory supply chain making it more difficult to sell counterfeit inventory or resell inventory without a publisher’s approval.
We recently announced that DoubleClick will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available. At our recent Partner Leadership Summit, we announced three updates to our publisher ad platforms to support the IAB Tech Lab’s ads.txt standard.
- AdSense has begun to display ads.txt alerts in the user interface to let publishers know if we identify errors in their ads.txt file.
- By the end of October, DoubleClick for Publishers will include an ads.txt generator and validator to help publishers create their initial ads.txt file and correct and modify their existing ads.txt files.
- And most importantly by the end of this year, DoubleClick Ad Exchange and AdSense will filter unauthorized inventory, as identified by a publisher’s ads.txt file, from our auction.
Number of urls that have posed an ads.txt file globally as found by our crawler
Keeping unsuitable ads off of publisher sitesWe've heard from our publishers that they want more options and control to determine the types of ads that appear on their sites from our advertising partners. While we have strict policies on our own platforms to protect publishers and our users from harmful, misleading and inappropriate ads, we are introducing more controls and filters so publishers can make their decisions about what is and what isn't suitable for their brand.
We have released two new controls in DoubleClick that allow publishers to block sensational, tabloid-style ads and ads featuring significant skin exposure from their sites. And we recently made changes to significantly improve the accuracy and quality of our automated creative classification filters. We’ve always had comprehensive controls to help publishers automatically block the types of ads that appear on their sites, and these updates will help publishers fine tune the types of ads that appear alongside their content.