Inventory Partner Domains. Ads.txt Optimizations VOL.1

Ads.txt Optimizations VOL.1

Don't talk to me about Ads.txts, I want a quiet day!

And it is one of the most desperate issues for publishers as it is a tedious manual task with little transparency. In an environment where we are constantly looking for automation and simplification, the management of ads.txts lines is a nightmare.

It has been 8 years since the IAB Tech Lab launched Ads.txt to fight ad fraud and promote transparency in programmatic. The verification of partners thanks to ads.txts/app-ads.txts was a remarkable step in our industry, but the management of each line of demand, duplicates and possible 'empty' lines, their continuous updating... is a tedious and laborious task.

It's even more complicated when there is more than one inventory manager/owner, especially in CTV, and that's where IPD comes in (aha, aha...). The Inventory Partner Domain, a term that has been around since 2020, offers a much more optimal and dedicated solution for managing ads.txts. An important step for programmatic optimization.

But as Jack the Ripper used to say... Let's go step by step and dissect the concept:

Inventory: the advertising space available on a domain, application, channel.

Partner: the entity authorised to manage/host and/or sell this inventory, which can be multiple.
Domain: the authorised partner's website.

In short, the domain of an authorised advertiser/seller. All this becomes even more complex when we talk about CTV/OTT, where there are multiple authorised partners for inventory management and where ads.txts/app-ads.txts do not have enough optimisation capacity for this complex scenario, also called 'inventory sharing'.

Trust in the SSP/network is critical and benefits the relationship between the publisher and the SSP. The SSP is responsible for monetising, optimising and updating the lines, and the publisher trusts the SSP to do this, with full transparency and even interaction.

IPD is mainly focused on CTV, as it is a channel where there are several partners who own the inventory management, and it is a very interesting solution for the evolution of our industry. The publisher optimises its time and the relationship with the SSP is based on trust and partnership.

PD is here to stay and evolve as an option that can be applied to display inventory, delivering better results for the publisher and greater transparency into the sources of demand for that inventory. At the end of the day, more revenue.

No one has the magic formula for maximising revenue, but trust is a guarantee of improvement and our job is to give the publisher the best we can. It's a relationship based on trust and commitment. The perfect tandem.

 - Ana García

Our goal is to help publishers grow without making their lives harder. Finding more efficient ways to increase their revenues and make their jobs easier isn't just a goal, it's our responsibility. When they win, demand wins. That's how you build strong, trusting relationships.

 -Germán Alvarado

Cleaning ads.txts is tedious, impossible and demotivating for publishers because it takes an infinite amount of time and lacks transparency to make decisions about updating them. IPD offers them better results and the disappearance of a very manual task, allowing them to focus on other needs.

If you would like to know more, please don't hesitate to contact us and let's continue to move our programmatic industry forward together!