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What is ads.txt?

By Laurent Bury on May 16, 2018

Ads.txt is an initiative from the Interactive Advertising Bureau Tech Lab (IAB) to verify authorized media sellers and promote transparency in programmatic advertising.  Vuble support and adopt the ads.txt initiative.

Great, so why should I care? Is it important?

One way fraudsters game the system is by spoofing legitimate sites. Ads.txt was built to prevent inventory counterfeiting. In addition, it also helps you manage legitimate partnerships like the one you have with Vuble.

Related: Why ads.txt is important to buyers and sellers

If you have legitimate concerns about your inventory being misrepresented, you may benefit from putting ads.txt on your site. And our feeling is that, like all types of security, you are better off with it than without it.

How do I set up ads.txt on my site?

To set up an ads.txt file for a site, a publisher needs to create a text file and put it in the top level of the domain’s file structure.

The file lists all exchanges that the publisher works. Keep in mind that for Vuble, publishers will need two listings per each account ( and — see example below).

What is the correct format?

Publishers should use the following format to correctly list Vuble in their ads.txt file.

In the first two lines, a publisher needs to replace the XXXXXX with their Vuble publisher ID. To obtain this ID, contact the Publisher Success Team or email:

Will it work if a publisher puts “www.” before each line?

No it will not. This is the most common way publishers incorrectly implement SSPs on their ads.txt file.

What is the difference between “DIRECT” and “RESELLER”?

“DIRECT” indicates that the publisher (content owner) has a direct business relationship with the SSP or exchange (such as Vuble). This also means that there are no skips or jumps between the publisher and the SSP when selling inventory.

“RESELLER” indicates that the publisher has authorized this entity (such as Vuble) to sell the publisher’s inventory on the publisher’s behalf, through another party such as Bidswitch connection to DSP partners. This also means that there is at least one skip or jump between the publisher and the SSP when selling inventory.

Can Vuble resell my inventory?

Yes, Vuble can resell your inventory in certain situations. Vuble does this to increase demand and yield for publisher partners. For example, there are some advertising campaigns where we are providing video specific criteria like player proportion and viewability or GEO, but the overall buy comes through an advertisers DSP. Vuble will sometimes resell a publisher’s inventory in order to meet these specific criteria set forth in a private deal ID.

Additional information

Video tutorial for DFP users: If you use DoubleClick for Publishers (DFP), check out this helpful video tutorial on how to leverage DFP to generate your ads.txt file

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