Publisher adoption of ads.txt — the tool designed to clean up ad fraud — has been slow in the U.K.
The Interactive Advertising Bureau Tech Lab launched ads.txt in May as a tool to help crack down on unauthorized reselling of inventory and domain spoofing. Reports have shown adoption everywhere has been slow, but the U.K. has lagged behind other countries like the U.S., Germany and Japan in adoption, according to data from technology trend firm Built With.
Lack of awareness or concern that CPMs may nose-dive and hit programmatic revenues are reasons for the delay. But the tide is slowly changing. The Guardian, the Financial Times and News UK, publisher of The Sun and The Times of London, have adopted the tool and are urging those that haven’t to follow suit.