Ads.txt adoption by location

This looks at the Top 10K sites in each geo bucket, broken down by all sites and just sites within that 10K that show programmatic ads (to better understand adoption by those who would adopt Ads.txt)

Adoption rate changes
Bucket Q1 Q2 Change
US (Pubs Only) 92.5% 92.2% -1.2%
UK (Pubs Only) 90.5% 91.4% +1.9%
US (Top 10K sites) 29.1% 29.3% +0.7%
UK (Top 10K sites) 31.3% 32.4% +3.5%

This looks at quarterly changes in Ads.txt adoption by bucket.

Ads.txt Adoption Over Time

This follows Ads.txt adoption since Q3 2018.

Breakdown of Direct vs Resellers rows

This looks at total instances of Direct and Reseller rows found.

Biggest direct seller movement
# of Sites Q1 Q2 % Change
Unruly 854 1,131 +32%
TripleLift 1,542 1,790 +16%
YieldMo 1,013 1,157 +14%
SpotX 1,422 1,624 +14%
Verizon Media 2,227 2,528 +14%

Here are the largest quarterly movements for Direct sellers (min = 1K instances).

Most common Direct sellers

A Direct seller is an exchange/network/SSP that works directly with the publisher. The data shows the percentage of Ads.txt files each Direct vendor is in. This looks at both the top 10K US and UK lists (about 16K unique sites).

Most common Resellers

Many Direct vendors sell a publisher's inventory not directly to a DSP, but to another exchange. Ads.txt files use 'Reseller' rows to indicate to buyers this is allowed. For instance, Ads4You may be a Direct partner but integrates with AppNexus to sell the traffic, in which case Ads4You would ask the pub to add a Reseller row that lists their ID tied to AppNexus (the "Reseller"). The above looks at the % of Ads.txt files each Reseller is in and thus highlights where ad tech middlemen arbitrage traffic through. This looks at both the top 10K US and UK lists (about 16K unique sites).

Additional industry stats
avg # of direct sellers
per Ads.txt file
avg # of resellers
per Ads.txt file
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