Tagged ads.txt

Top 6 Ad Tech Predictions for 2019

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Hey Guys & Gals!!

Are you ready to kick start the New Year at the fullest? Here are Bucksense’s top 6 predictions for 2019.

1. Unobtrusive Advertising Experiences 

Bucksense noticed that advertisers are now looking for ad formats and marketing strategies that provide a more personalized feel for customers. They seem to be more focused on protecting brands by taking more control over the placement of their ads and delivering a relevant and quality experience for their customers.

Advertisers will opt for focusing more on harnessing their data to provide meaningful insights that can help them blow past their ad campaign goals. Besides, they will start benefiting from creating detailed audiences, derived from real customer interactions and interests, and focusing on speaking to these audiences directly.

From now on advertisers will expect to benefit from ad formats that let customers navigate through different products and focus on what is really relevant to them. The end result will be a better user experience which will lead to increased CTR, LTV, and ROI for our advertisers.

2. Smart TV and Connected Devices

Programmatic ads will gain more control over the inventory that today is sold via traditional channels. We definitely need to unlock the great potential of Smart TV and Connected Devices that will lead to plenty of innovative formats. TV, radio, podcasts and voice controlled devices are the next frontier of programmatic advertising.

3. User  Data Privacy

What data type advertisers are collecting, how they are using it, and how safe and protected this information is seem to frighten users. To ensure we can all get a level playing field and do things in a consistent and compliant way, it is the responsibility of everyone in the digital advertising ecosystem to reassure customers that we take data privacy extremely seriously and its purpose for us as DSPs, SSPs, ad networks, and advertisers is to provide more tailored, personalized, and relevant advertising experiences for our customers.

4. Advertisers’ Right to Take Full Control Over Its Own Data

In 2019 advertisers will start demanding more ownership of their own data when running campaigns. 

Keeping this data to themselves is of paramount importance to become a digital-first brand. Due to the volumes of data involved, there are numerous third parties embedded in the process of data collation, aggregation, and syndication. These are effectively ‘middlemen’ who attach their tags to the advertisements and related content, then provide the segmented data they gather to the brands running the campaign.

5. In-house Advertising 

‘In-house’ will be the next frontier of exploration. We assume that several key players in the ad tech industry will take their ads activities in-house. In addition to the already clear path of advertisers taking their media buying internally with their team, we also expect to see more publishers to get the power to sell their own inventory directly.

6. New Types of  Fraud

In 2019 we expect to see new types of fraud taking place.  We believe that a huge untapped section of these practices is hidden inside Video ads. High CPMs of these media allow frauds to generate bigger profits with fewer impressions, and so be under the radar. Ads.txt were meant to put a stop to fraud and so prevent unauthorized inventory sales. However, the dark side of the ad tech industry has already found workarounds, as SSPs and DSPs have not 100% embraced this standard.

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Enhancing Trasparency with ads.txt Files

 

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As everyone knows, IAB has recently launched ads.txt, a text file whose mission is preventing unauthorized inventory sales. By creating a public record of Authorized Digital Sellers, ads.txt files aim to improve TRANSPARENCY in the digital programmatic supply chain.

When buying media programmatically, brand advertisers rely on the fact that the URLs they purchase were legitimately sold by those publishers. Nevertheless, the buyer still has no chance to know who is responsible for selling those impressions across ad exchanges.

While every impression already includes publisher information from the OpenRTB protocol, there is no record confirming:

  • who owns each Publisher.ID
  • the validity of the information sent in the RTB bid request.

This encourages the counterfeit inventory.

How do ads.txt files work?

Publishers create and upload their own ads.txt files to their website servers, to certify which ad exchange is authorized to sell their inventory. Inside the ads.txt file must be clearly listed all the exchanges that can legitimately sell the inventory of that publisher (website). The info necessary to identify a specific seller/retailer account within a given SSP are inserted in each line of the ads.txt file. Programmatic platforms also integrate with the ads.txt files to confirm which exchange is authorized to sell a specific inventory.

At Bucksense we are committed to providing a transparent safe market that our advertisers look for. We want to create a better advertising experience for everyone. By providing you with this solution, you prevent unauthorized impressions in your programmatic transactions.

What is included in an ads.txt file?

An ads.txt file contains a line for each authorized seller and each line includes up to four fields:

  • FIELD #1   Domain name of the advertising system   This field identifies the advertising system (e.g. SSP, Exchange)
  • FIELD #2  Seller account ID   This field contains the ID associated with the seller account within the advertising system
  • FIELD #3  Type of account/relationship   This field indicates the type of relationship: “Direct” indicates that the publisher directly controls the account /  “Reseller” indicates that the publisher has authorized another entity to control the account
  • FIELD #4  Certification authority ID   This field indicates the TAGID (Trustworthy Accountability Group ID), which identifies the advertising system.

Here is an example of ads.txt file:

google.com, pub-4177862836555934, DIRECT

Ads.txt compliance in US

According to Bucksense’s US based analysis, the majority of domains complies with ads.txt file project:

Besides, the variety of SSP is surprising: we have found 539 unique SSP inside the ads.txt. Looking at the single domains, ads.txt files show an interesting variety of SSP.

In addition to showing a good variety, a lot of top SSP are heavily present :

  • 95% of publishers analysed have Google as partner (87%  of whom are direct).

In spite of the heavy presence, Google is not a monopolist:

  • 93% of domains have other SSPs (e.g. Appnexus and Rubicon).

Once we look at the content of ads.txt files, the compliancy is pretty high:

  • 99.5% of publishers who have Google as SSP support ads.txt.

Bucksense stands for TRANSPARENCY in the digital programmatic supply chain and that is why we strongly encourage all of publishers to implement ads.txt on their domains.

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