The market added 478.5k new ads.txt lines and removed 413.7k, producing a net of +64.8k. Both direct and reseller entries grew, with resellers accounting for 56.9% of gross additions, the third consecutive month of reseller-led growth.
- Reseller additions outpacing direct ones means buyers still aren’t getting the cleaner, shorter supply paths that SPO initiatives demand. Until publishers shift more onboarding to direct, auction duplication will keep climbing, adding cost for buyers and carbon overhead for everyone.
- The direct segment netted +20.3k, holding steady from last month. Publishers are being selective, adding direct partners only where they see real yield impact. That makes this one of the more competitive onboarding windows for SSPs that can prove incremental revenue, not just reach.
The changes in the ads.txt lines show notable improvements compared to previous months. Here are some top SSPs that have gained a good number of new lines.
- PubMatic led at +3.8k, backed by 13% YoY Q1 revenue growth, CTV up 18%, and the June 2026 Creator Marketplace launch, the first programmatic CTV auction for independent creator publishers.
- TripleLift ranked third after launching TL Direct in June 2026, a self-serve deal platform across web, mobile, and CTV with 5k+ publisher relationships.
Want to know more? Please download the full report for a detailed breakdown.
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