Preventing unauthorized inventory

Advertising should be free of invalid activity – including unauthorized, misrepresented, and fake ad inventory – which diverts revenue from legitimate publishers and tricks marketers into wasting their money. Earlier this year we worked with the IAB Tech Lab to create the ads.txt standard, a simple solution to help stop bad actors from selling unauthorized inventory across the industry. Since then, we’ve shared our plans to integrate the standard into our advertiser and publisher advertising platforms.

As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:

  • Marketers and agencies using DoubleClick Bid Manager and AdWords will not buy unauthorized impressions as identified by publishers’ ads.txt files.
  • DoubleClick Ad Exchange and AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.

Preventing the sale of unauthorized inventory depends on having complete and accurate ads.txt information. So, to make sure our systems are filtering traffic as accurately as possible, we built an ads.txt crawler based on concepts used in our search index technology. It scans all active sites across our network daily, over 30m domains, for ads.txt files, to prevent unauthorized inventory from entering our systems.

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