By the end of February, over half of the world's top 5,000 sites selling programmatic advertising had adopted the Interactive Advertising Bureau's anti-fraud tool ads.txt, compared with just 8.5% in September last year, per Pixalate. Google and The Trade Desk have allowed advertisers to eliminate non-ads.txt-compliant inventory, and industry associations such as the Trustworthy Accountability Group have included ads.txt in their accreditation requirements.

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