In October 2025, the addition of 448,267 new ads.txt lines and the removal of 419,041 existing lines resulted in a net change of approximately 29.2k + lines, showing a decrease compared to September but still reflecting a positive shift for the month.
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 connections.
- Direct entry growth has remained consistent among SSPs such as Unruly, Connatix, and others. Unruly led this month with the most new ads.txt additions, giving high-traffic publishers a boost in premium demand and mid-traffic publishers a chance to enhance inventory quality and attract stronger bids.
- Index Exchange, a leading SSP for display, video, and connected TV, has upgraded its platform with advanced contextual intelligence. They partnered with Gracenote, a Nielsen content-data business, to offer show-level targeting and brand safety solutions. This may help publishers improve transparency and performance, which may have helped secure this position.
Want to know more? Please download the full report for a detailed breakdown.
Your Invite to the Smarter Side of LinkedIn
