Publishers have widely adopted the Interactive Advertising Bureau’s ads.txt initiative but media buyers haven’t shown the same enthusiasm. Just 23 percent of media buyers surveyed at the Digiday Media Buying Summit this month say they only purchase ads.txt-approved inventory, despite over 86 percent of U.S. publishers now having incorporated it, according to Adzerk.ok

Last year, the IAB released ads.txt as a way for publishers to identify which vendors were approved to sell their online ad inventory. Ideally, this would allow buyers to avoid unauthorized sellers and fraudulent practices like domain spoofing. Now, most demand-side platforms enable buyers to exclusively buy ads.txt inventory. But although buyers say there’s now a critical mass of available ads.txt programmatic inventory to bid on, they haven’t committed to it.

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