277 is the average number of ads.txt lines per domain. The actual number is much higher, but we don't include duplicated or invalid lines. 86 of these lines (31%) claim to be Direct - meaning the Sellers behind these lines claim to be the domain owner. 86 is a very high number that indicates too many Direct lines and inventory misrepresented to buyers.
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If current ads.txt files were to represent the actual state of our industry, an average domain would be working with 50 different Sellers. 50 Sellers mean that every month the domain owner is receiving 50 separate checks from 50 companies.
The reality is very different. Most Publishers declare that they work with up to 30 Sellers.
So, where did all these Sellers come from? They probably creep in through unrecognized dormant lines.
Our industry is dynamic. Privacy regulation is changing, SSPs change their policies from time to time, Vendors rise and fall. Change is an integral part of the ad tech industry. Change is also the reason ads.txt files must be maintained regularly, which is not happening today.
73 out of 277 ads.txt lines contain non-existing seats = Seller id that does not exist in the SSPs'/Exchanges' sellers.json files. 26% of the lines are unnecessary and should be removed.