The adtech industry’s rapid expansion has led in new possibilities for effective digital advertising. However, challenges like supply chain opacity and unauthorized sellers have emerged, jeopardizing the integrity of the ecosystem. To address this, the IAB Tech Lab introduced ads.txt in 2017, aiming to combat counterfeit inventory and unauthorized reselling, promoting transparency, and safeguarding the digital advertising landscape.
The whitepaper investigates the dynamics of direct and reseller entries using a benchmarking analysis of 1,000 domains across ten categories. By analyzing the distribution and proportion of these entries, the whitepaper equips publishers, advertisers, and stakeholders with data-driven insights. This information is crucial for making informed decisions, enhancing transparency, and collectively shaping a more secure and accountable adtech industry.
