Authorized Digital Sellers

Authorized Digital Sellers (Ads.txt) is an IAB initiative to improve transparency in programmatic advertising by allowing publishers to identify who is authorized to sell their inventory. As more publishers adopt ads.txt, advertisers will benefit by buying more authentic publisher inventory. Learn more about Ads.txt - Authorized Digital Sellers

For a publisher, while the use of ads.txt is not mandatory it is highly recommended. The ads.txt file can help protect buyers from counterfeit inventory that is intentionally mislabelled as originating from a specific domain. Declaring authorized sellers can help publishers receive more advertiser spend that might have otherwise gone toward counterfeit inventory. Learn more about Publisher participation

Display & Video 360 automatically excludes inventory from unauthorized publishers, protecting you from buying counterfeit display or video inventory that is intentionally mislabelled as originating from a specific domain. Note that this only applies to web inventory, some types of inventory environments are not yet covered by the ads.txt spec and are labeled as ineligible in reporting ads.txt. Learn more about Seller authorization and ineligible inventory

Display & Video 360 now gives you the option to only buy inventory from websites using ads.txt. Learn more about Authorized Seller targeting in Display & Video 360

Authorized Seller targeting in Display & Video 360

Display & Video 360 now allows buyers to exclude inventory from non-participating Publishers. Display & Video 360 continues to buy non-participating inventory by default, but with the Authorized Seller targeting option, you can now exclude non-participating inventory at the Campaign, Insertion Order or Line Item level.

The Authorized Seller targeting control provides the following options:

  • Authorized and Non-Participating Publishers. This is the default setting and does not result in any change to current ads.txt enforcement.
  • Authorized Sellers Only. This excludes non-participating publishers. Note that selecting this option may affect your reach. The estimated reach impact can be determined using the Inventory Availability report. Learn more about how Display & Video 360 calculates potential reach
Note:
  • Authorized Seller targeting options set at the Line item level override the setting at the Insertion Order or Campaign level.
  • The Authorized Seller targeting option does not apply to Guaranteed Line Items.
  • The Authorized Seller targeting option may also not be visible on some Line Item types which exclusively target ineligible inventory by default. Learn more about ineligible inventory

Authorized Seller reporting in Display & Video 360

Publisher participation can be reported on in Display & Video 360 using the "Authorized Seller state" dimension.

The "Authorized Seller State" dimension categorizes inventory into the following:

  • Authorized: The domain has an ads.txt file in which the Seller ID has been declared.
  • Non-Participating Publishers: The domain is from a web environment and does not have an ads.txt file.
  • Ineligible: Inventory for which ads.txt enforcement does not currently apply. Learn more about ineligible inventory

Publisher participation

Participating publishers - Publishers that are participating in the use of ads.txt.

Non-participating publishers - Publishers that are not participating in the use of ads.txt. Buy inventory from these publishers at your own risk. We recommend that you examine the inventory carefully. You can also exclude this inventory using the ads.txt targeting option in Display & Video 360

Seller authorization

Authorized sellers - Sellers that have been declared authorized by publishers to sell their inventory. If you are only buying inventory from authorized sellers, your potential reach may be affected.

Unauthorized sellers - Sellers that have not been authorized by publishers to sell their inventory. There is the possibility of the seller offering counterfeit inventory. Display & Video 360 automatically excludes inventory from these sellers.

Example:

Two websites, Website-1 and Website-2

Website-1 does not have ads.txt while Website-2 does.

Website-2 shows the following:

http://[Website-2]/Ads.txt
google.com, Publisher-1, DIRECT​

  Publisher-1 Publisher-2
Website-1 Non-participating Publisher Non-participating Publisher
Website-2 Authorized Seller Unauthorized Seller

Ineligible inventory

Ads.txt enforcement only applies to inventory from websites. Inventory not from websites (mobile apps, desktop apps, CTV, etc.) are considered Ineligible inventory. Display & Video 360 will always buy ineligible inventory regardless of the selected options.

Frequently asked questions

How can I estimate the impact of buying from Authorized Sellers only?

How do I create a report showing the impact of buying from Authorized Sellers only?

Learn more about how to create an Inventory Availability report in Display & Video 360. Make sure to add "Authorized Seller State" as a dimension. Learn more about Authorized Seller reporting in Display & Video 360

Why is the Authorized Seller targeting option not visible on some line items?

The Authorized Seller targeting option does not apply to Guaranteed Line Items. The Authorized Seller targeting option may also not be visible on some Line Item types which exclusively target ineligible inventory by default. Learn more about ineligible inventory 
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