As ad sellers have adopted ads.txt, ad buyers have questioned if enforcing the digital ad industry’s anti-fraud initiative would require them to compromise on reach and price. The answer, suggested by one agency, is no.

Dentsu Aegis Network’s 360i has enabled ads.txt-only buying across all of its clients using Google’s demand-side platform to place their programmatic buys, said 360i svp and head of programmatic Kolin Kleveno. The agency made the decision after buying only ads.txt inventory with a sample of clients in August and seeing no degradation in terms of scale or a hike in CPMs, said Kleveno.

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