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 Oct Nov Change
US (Pubs Only) 86.2% 86.5% +0.3%
UK (Pubs Only) 80.4% 82.6% +2.8%
US (Top 10K sites) 28% 28% 0%
UK (Top 10K sites) 26.8% 27.1% +1.1%

This looks at month-over-month changes in Ads.txt adoption by bucket. While overall usage rose, the % of publishers doing it dropped slightly - a result of new entrants to programmatic advertising who haven't adopted Ads.txt yet.

Breakdown of Direct vs Resellers rows

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

Sites with Resellers

This looks at how many Ads.txt files allow for reselling.

Most common Direct sellers - US

A Direct seller is an exchange/network/SSP that works directly with the publisher. This tracks the percentage of US Ads.txt files each Direct vendor is in.

Most common Direct sellers - UK

A Direct seller is an exchange/network/SSP that works directly with the publisher. This tracks the percentage of UK Ads.txt files each Direct vendor is in.

Most common Resellers - US

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.

Most common Resellers - UK

Same breakdown as above, but for the UK.

Additional industry stats
14.0
avg # of direct sellers
per Ads.txt file
19.8
avg # of resellers
per Ads.txt file
Get the free full report!
  • Access to all past and future reports
  • Deeper vendor breakdown
  • Vendor breakdown by geo
  • Access to the HBIX and CMP data results too.

All Ad Tech Insights Reports