Dive Brief: Nearly two out of three advertisers think ads.txt is a step in the right direction in reducing ad fraud, according to a new study by Oath made available to Marketing Dive.
More than 50% of advertisers said ads.txt makes them more comfortable with programmatic ad buys, and 48% said they’re suspicious of publishers that don’t use ads.txt. One-third said they would only advertise with publishers using ads.txt.
About 20% of advertisers have never heard of ads.txt, the study found. Sixty-three percent said they wanted to learn more about ads.txt, and 56% think ads.txt will become more important over the next few months.[…]
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