Summits Yellow

IAB Australia is tackling ad fraud with ads.txt roll out

Tyrone Stewart

Ad buyingThe Interactive Advertising Bureau (IAB) Australia is working with publishers, agencies, and tech vendors to put an end to ad fraud with the implementation of ads.txt.

Ads.txt, developed by IAB Tech Labs, is a global initiative aimed at eliminating counterfeit inventory in programmatic advertising. It can be used by publishers and authorised IAB partners to publicly declare which companies are allowed to sell their digital inventory.

“We’ve been encouraged by the response so far to ads.txt but we need the entire digital ecosystem to get on board in order to drive wholesale changes and to ensure the full potential of ads.txt is realised,” said IAB Australia CEO Vijay Solanki. “I’m calling upon all Australian publishers to adopt ads.txt to help stamp out ad fraud and give buyers the confidence that the inventory they are buying is legitimate. We need to act collaboratively in order to continue to drive progress in our industry and help provide a safe programmatic environment for Australian brands.”

So far, over 200 Australian publishers have adopted the technology including The Guardian Australia, News Corp Australia, Fairfax Media and Mamamia. The IAB hopes this number grows to over 1,000 publishers.

Join us at the 2017 Effective Mobile Marketing Awards Ceremony, taking place in London on Thursday 16 November, to mix with the industry's best and brightest, and raise a glass to the year's best campaigns and solutions. To find out more, and to book your place, click here.