The market added 397k new ads.txt lines and removed 462.1k, for a net change of –65.2k. This is a far deeper contraction than last month’s near-zero net and the sharpest decline in the series. Both direct and reseller entries fell, with resellers accounting for roughly three quarters of the total decline.
- Reseller net fell –47.8k against direct’s –17.4k. Publishers are cutting intermediary paths far faster than direct ones, which is what a genuine supply path optimization cycle looks like when it reaches scale rather than staying selective.
- Direct turning negative for the first time in the series is the bigger signal. Publishers are no longer just trimming resellers, they are now removing direct partners too. Every SSP is being asked to justify its slot, not only the ones sitting behind an intermediary.
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.
- Amperwave led all SSPs at 922 lines, a fraction of what the top SSP gained in recent months. Its position reflects the continued pull of programmatic audio, where agency adoption rose 17% over the past year and buyers are actively seeking inventory outside crowded display paths.
- Dauup (Edge226), Seedtag, RTB House, and ConnectAd follow closely behind, all within 270 lines of the leader. No SSP is pulling away this month. In a contracting market, gains are being spread thin rather than concentrated in a few winners.
Want to know more? Please download the full report for a detailed breakdown.
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