ads.txt & sellers.json for Verizon Media DSPs

Publishers identify themselves to DSPs as authorized sellers by including an ads.txt file and SSPs include a seller.json file showing their publisher inventory mapping.

Publishers identify themselves to DSPs as authorized sellers by including an ads.txt file and SSPs include a seller.json file showing their publisher inventory mapping.

We support the industry-wide IAB transparency initiatives and partner with both DSPs and supply sources to facilitate the enforcement of ads.txt and seller.json files by our DSP partners. 

What is ads.txt?

Ads.txt was created by the IAB to allow publishers to publicly declare the specific exchanges they work within the digital advertising space. The goal of ads.txt is to improve transparency and decrease fraud revenue.

What is sellers.json?

Sellers.json is another IAB initiative working to improve trust and transparency within the ad ecosystem. It works hand in hand with ads.txt and supply chain object. Sellers.json is essentially the SSP or network’s version of an ads.txt file. The file includes the SSP’s publisher IDs, relationship (publisher, intermediary or both), publisher name & domain. Buyers check the sellers.json and ads.txt files to verify authorized inventory. Buyers are then able to see, through OpenRTB supply chain object, all the supply sources that are sending requests. 

How is the ads.txt file formatted?

The format for ads.txt file is: #< SSP/Exchange Domain >, < SellerAccountID >, < PaymentsType >, < TAGID >

#ads.txt file sample
     
     adtech.com, 12000, DIRECT #banner, US
     advertising.com, 3679, DIRECT #video, US
yahoo.com, 20459933223, DIRECT # banner, US
yahoo.com, 25980889636, DIRECT # banner, CA
aol.com, 4577, DIRECT #banner, app

How is the sellers.json file formatted?

adstxt_sellerjson_code.PNG

 

What instructions does Verizon Media provide to publishers?

Step by step instructions for publishers can be found in the publisher's documentation section of our customer center. 

What domains can I expect to see from Oath?

Depending on the Oath Ad Platform used one of the following domains will come from us.

Platform ads.txt Domain  Sellers.json File
Verizon Media SSP aol.com  aol.com/sellers.json
Verizon Media Video SSP advertising.com  verizonmedia.com/sellers.json
ONE by AOL: Display adtech.com  Coming Soon!
Verizon Media SSP (BRXD), Gemini yahoo.com  yahoo.com/sellers.json

*Note the ads.txt file information applies to all Oath Ad Platforms.

 

ads.txt for DSP & sellers.json FAQ’s

Q: Can I see a current example of a live ads.txt file?

A: View examples of live ads.txt files at  https://www.yahoo.com/ads.txt or https://www.aol.com/ads.txt

Q: Can I see a current example of a live sellers.json file? 

A: View an example of our Verizon SSP sellers.json file at  verizonmedia.com/sellers.json

Q: How should our resellers list Verizon Media’s O&O domains (ie. Yahoo.com, AOL.com) on their sellers.json files?

A: verizonmedia.com

Q: What is the Certification Authority ID and does Verizon Media Ad Platforms have one?

A: A Certification Authority ID uniquely identifies the advertising system (this ID maps to the entity listed in Field #1). The Certification Authority ID is optional and appears in Field #4.

Verizon Media is certified for malware (as of September 2018) by the Trustworthy Accountability Group (aka TAG). Our TAG ID is e1a5b5b6e3255540 and can be used on our ads.txt files.

More info and examples can be found in the IAB OpenRTB ads.txt Spec on pages 6 & 8.

Q: Are ID’s consistent across the Verizon Media SSP platform? 

A: No, ID’s can vary from platform to platform as well as country to country. The Exchange/Seat ID would be the Publisher's Network ID. If the Pub is set up in both US and EU, they must enter two lines in their ads.txt file - one for each Network ID. 

Q: Can I see a sample crawler for DSPs? 

A: Yes, please reference the IAB page here.

Q: Can I see a sample bid request for Verizon Media Ad Platform SSP?

A: Yes, see the SSP sample bid request below for mobile.

"publisher": {
       "id" : "17382",
       "Name" : "EA Mobile",
       "Ext" : {
       "Nex_else" : 0
     }
 }

Q. Do you have a sample bid request for ONE by AOL: Display where we can see publisher ID?

A: Yes, see the ONE by AOL: Display sample bid request below.

"site": {
     "id": "50-1234",
     "page": "http://www.aol.com",
     "publisher": {
     "id": "50"
     }
 },

Q: Is Verizon Media actively crawling the web for ads.txt files?

A: Yes, we started crawling in September 2017.

Q: What happens if no ads.txt file is present?

A: DSPs can interpret the absence of ads.txt files in two ways:

  • Assume that no advertising is unauthorized because no file is present
  • Reach out to the publisher to get authorization to sell inventory

Q: What if DSPs want to target/exclude based on one or more of these options?

  • Authorized reseller
  • Non-Participating
  • Non-authorized reseller

A: Targeting (including or excluding seller’s inventory) is entirely controlled by the DSP. Once ads.txt becomes widely adopted, we anticipate DSP’s will make bid decisions based on information they find in specific ads.txt files.

Still have questions? Please reach out to your Oath Demand Services manager.

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