The Interactive Advertising Bureau Tech Lab’s ads.txt initiative is supposed to reduce programmatic ad fraud by limiting domain spoofing. And it turns out that it does, according to a study conducted by the Guardian US, Google and ad tech firm MightyHive.

Guardian US tested ads.txt’s effectiveness by programmatically buying its own display and pre-roll video ads in the first quarter of 2018. The publisher ran two buys of each inventory type that were identical except that one enforced ads.txt by only buying from ad exchanges that were listed on the Guardian US’s ads.txt file and the other did not.

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