At Lucidity, we believe more signals mean a more informed buying decision. Signals like impressions, clicks, viewability, brand safety, and inventory quality all help shed light on where you should spend your marketing budget. We authenticate the signals that matter most to your campaign for a more reliable set of insights to power your decisions. We call these metrics Confirmed Metrics™.
One new signal that has emerged over the last couple of years is ads.txt.
Ads.txt is the Interactive Advertising Bureau Tech Lab’s answer to rising concerns over supply chain transparency and the unchecked, unauthorized selling of inventory. As such, it’s an important signal to consider as it can clue advertisers in to the authorization-status of the inventory they’re buying.
Today, Lucidity is excited to announce that ads.txt insights will now be surfaced alongside Confirmed Metrics™ in our dashboard for every campaign.
Remind me. What is Ads.txt again?
Ads.txt is just a text file. It’s created by publishers and lists all of the companies that are authorized to sell their inventory. Publishers place the text file on their web servers so buyers can check whether or not the programmatic platforms they use have legitimate access to the inventory they want to buy.
Due to the opaque buying environment found in programmatic, the unauthorized and undisclosed sale of inventory has been prevalent. In the past, the only way to check if an exchange was authorized to sell certain media was to manually contact the publisher directly.
Today, ads.txt provides buyers with a central place to “check” that the publishers (and sites) they buy from are authorized to sell what they’re selling.
Ads.txt Insights in Your Dashboard
First unveiled at the IAB Tech Lab’s blockchain event, Lucidity’s dashboard now allows advertisers to know that the inventory they buy is not only confirmed by the supply chain, but also ads.txt validated. Lucidity queries the contents of each ads.txt file, and then confirms that data against the publisher ID, providing you with reliable ads.txt metrics in real-time so you can optimize your campaigns in real-time – all from a single screen.
Lucidity’s ads.txt solution provides real-time insights and post-bid authorization-status at the campaign level, by ad type, across all DSPs and SSPs, and – importantly – at both publisher and site level to ensure that no fake site is spoofing the sub-sites of any given publisher.
Placements without ads.txt validation will be flagged so you can reallocate spend to ads.txt-confirmed sources. This adds another layer of insight to create a more robust optimization stack to manage your spend.
What Ads.Txt Validation Looks Like
Ads.txt signals will be surfaced in the Lucidity dashboard alongside your usual impression and click counts, confirmed metrics, and match rates.
On top of event-level authentication to eliminate waste, you will be able to see whether each publisher is ads.txt validated or not, and can choose to exclude or blacklist sellers that aren’t.
In higher views, ads.txt insights are represented via the percentage of inventory (for a given campaign, ad type, DSP, or exchange) that has been ads.txt validated. By drilling down into more granular publisher views, you can see specifically whether or not the publisher in question is a direct seller, a reseller, or lacks ads.txt validation entirely.
Another Signal to Power Your Decisions
Ads.txt insights are another essential piece to better understanding where your advertising is working and where it isn’t. Unauthorized reselling damages the entire supply chain. Lucidity’s ads.txt integration makes it easy to avoid misrepresented inventory, and only buy from clean, authorized sources.
For greater transparency, less waste, and better outcomes.