Ads.txt Lines:
In February 2024, over 80,000 new ads.txt lines were added, while nearly 73,000 existing lines were deleted. This highlights a dynamic landscape where publishers actively pursue new partnerships and regularly revise their existing connections, resulting in frequent adjustments to ads.txt lines.
The provided snapshot illustrates the distribution of line changes among different tiers of publishers. While looking closely, it appears that both Tier-1 & 2 shows a substantial positive net change in ads.txt lines, witnessing an increase ranging from approximately 2k to 4k lines.
Market Shakers:
Identifying the total changes in ads.txt lines, we spotlight the SSPs that are making a significant impact on the industry by influencing substantial modifications, breakdown by publishers tiers.
Sovrn experienced a significant surge in their ads.txt file, primarily attributed to a notable increase in reseller connections. This surge seems to be linked to their recent partnerships with additional intermediaries, namely Mediafuse, Vidazoo, and BoldCollective
- We obtained this information from our Competitive Intelligence (CI) Tool, which specifically targets lead generation, minimizes duplicate connections, and identifies unique intermediaries in the process. (sharing the quick snapshot of how the information is represented in our tool)
Tier – 1,2,3 Publishers:
As we saw, all the tiers ads.txt lines net change have increased over 2k, below are the top SSPs who contributed to that spike.
Big Winners:
Analyzing the changes in direct connections among the connected publishers in the past week, the following SSPs appear as top domain gainers across each tier that we segregated SSPs based on their rank/coverage.
- After integrating with Amazon (APS), Vidazoo saw a surge in new connections, allowing them to reach more publishers with high-quality demand.
- Analyzing recent patterns in Adpone’s performance unveils a significant uptick in publisher new connections, particularly due to their integration of ad serving capabilities. This spike suggests that they’re gearing up to elevate from Tier 2 to Tier 1, securing a standout position in the midst of new contenders.
Leaderboard Dynamics:
We’ve assigned ranks to each SSP based on their direct coverage among the top 10,000 publishers. Below, we highlight the significant jumps in ranks for top SSPs observed in the past week.
- Vidazoo’s APS integration resulted in over 480 new direct connections in February 2024. This surge has pushed them up the Tier 2 leaderboard by 31 positions.
- Similarly, Bidgency has gained over 50 new direct connections in Tier 3, helping them climb the leaderboard by 328 positions.
Need More Insights:
For additional insights into this report and the CI Dashboard, which serves as the foundation for the seller’s report, don’t hesitate to contact us at [email protected].
Sellers Report DataBeat’s Methodology:
- Analyzing ads.txt files from the top 10k US publishers
- Tracking changes in publishers and SSPs across various categories over the past two weeks
- Publishers are categorized into three tiers based on their ranks, determined by traffic volume:
- Tier 1: 1 to 500
- Tier 2: 501 to 2000
- Tier 3: 2001 to 10000
- Similarly, SSPs are ranked based on the number of direct connections and are classified into three tiers:
- Tier 1: 1 to 50
- Tier 2: 51-150
- Tier 3: 151 – 500
- Ads.txt lines, Domain gains, and Ranking dynamics as key metrics
