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Transparency Wiki

AdTech terms tend to baffle and confuse. Here are some short explanations about the key ones you should know.
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Industry Highlights

Insights about the state of transparency from 130K websites we crawl

Avg. Number of Ads.txt Lines

Avg. Number of Ads.txt Lines

Avg. Number of Ads.txt Lines

357 is the average number of ads.txt lines per domain and it has grown by 33% since January 2021. The growth itself isn't a problem. You might even be thinking that the AdTech industry is growing, so it makes sense that the number of ads.txt lines would grow as well. BUT, when you combine this growth with the rest of the industry highlights below, you'll realize that something very wrong is going on. So keep reading.

Non Existing Seats per domain

Non Existing Seats per domain

Non Existing Seats per domain

Non existing seats are the strongest indicator of an unmanaged ads.txt file. The growth of non-existing seats show us that instead of taking back control over their inventory, publishers still aren't managing their ads.txt files, despite the Wizard making the process of removing them very easy. If only the average number of ads.txt lines grew, this could indicate that publishers are working with more sellers and that the industry is growing. But, when you combine this fact with the rise of non-existing seats, you can start to piece together that the state of transparency is only getting worse.

Avg. Number of Intermediaries

Avg. Number of Intermediaries

Avg. Number of Intermediaries

The average number of intermediaries grew by 27% since January 2021. Intermediaries that label themselves as direct whether due to fraud incentives or by mistake almost doubled and are now 29% of all intermediaries. That is another strong indicator of mislabeling different sellers in the supply chain. We hope that the new ads.txt 1.1 Managerdomain value will help put this in order.

Frequently Asked Questions

Answers to the questions that members of the publishing community often ask us