The market added 459.7k new ads.txt lines and removed 404.8k, for a net change of +54.9k, a sharp reversal from last month’s near-zero net. This is not the same kind of growth seen earlier in the year. Resellers drove the bulk of it at +44.6k net, while direct grew a modest +10.3k. Publishers are expanding supply, but mostly through intermediary paths rather than direct relationships.
- Reseller net of +44.6k, more than four times the direct net, marks a clear shift from last month’s discipline, when publishers cut reseller paths while protecting direct ones. The optimization phase has paused, at least for now, and publishers are back to adding coverage through resellers rather than trimming it.
- Direct net of +10.3k is healthy but modest next to the reseller surge. Publishers appear willing to add new supply broadly this month, but they are still more selective about which SSPs earn a direct slot than they are about which ones get added through a reseller path.
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.
- Nativo led all SSPs at +9.8k lines, its strongest month yet. Its ad platform is built on continuous location and household-level signals rather than third-party cookies, and its existing DSP integrations give publishers a supply path that plugs into buyer demand without needing separate cookie-based targeting infrastructure.
- Risecodes ranked second at +6.9k, driven by its AI/ML-powered Smart Auction Management solution, while Media.net, Sharethrough, and InMobi rounded out the top five with broad-based gains across traffic tiers.
Want to know more? Please download the full report for a detailed breakdown.
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