Roughly 60 percent of the top 1,000 publishers in the U.S. have uploaded ads.txt files to their sites as of last week, according to OpenX, which used comScore’s list of top publishers.
Index Exchange has told ad buyers that it has seen higher adoption rates. “They say 82 percent of the top 10,000 domains that they crawl have an ads.txt file,” said Dan Davies, Mediahub’s svp and director of media sciences.
With a majority of top publishers having adopted ads.txt, “now most of our leading DSPs can allow us to only buy from ads.txt publishers. That means the scale is there,” Perrigo said.