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Published October 2017

At our recent partner leadership summit, we discussed new innovations across our platform to help our partners grow and create sustainable businesses. Explore the collection of articles inspired by these talks that address product innovation, key industry trends and how to tackle the most difficult challenges facing publishers and advertisers today.

There are many issues impacting the health of the advertising ecosystem today. Counterfeit, misrepresented, and fake ad inventory are diverting revenue from high quality publishers. And, publishers are looking for tools to help them stop unsuitable ads from appearing alongside their content and damaging their brand. Addressing these challenges is critical to creating a healthy ecosystem where publishers can thrive. That’s why we’ve been investing in multiple initiatives to help alleviate these problems for our partners.

Helping stop the sale of counterfeit ad inventory

When counterfeit inventory is allowed to be sold or an unauthorized reseller puts underpriced inventory into the market, it prevents publishers from receiving the full value of their inventory. That’s why we fully support the IAB Tech Lab’s ads.txt standard. Ads.txt gives publishers and distributors a simple, flexible and secure method to disclose the companies they authorize to sell their digital inventory. It increases transparency in the inventory supply chain making it more difficult to sell counterfeit inventory or resell inventory without a publisher’s approval.

We recently announced that DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available. At our recent Partner Leadership Summit, we announced three updates to our publisher ad platforms to support the IAB Tech Lab’s ads.txt standard.

  • AdSense has begun to display ads.txt alerts in the user interface to let publishers know if we identify errors in their ads.txt file.
  • By the end of October, DoubleClick for Publishers will include an ads.txt generator and validator to help publishers create their initial ads.txt file and correct and modify their existing ads.txt files.
  • And most importantly by the end of this year, DoubleClick Ad Exchange and AdSense will filter unauthorized inventory, as identified by a publisher’s ads.txt file, from our auction.

The growth we’ve seen in ads.txt adoption has been strong. As of October 12, our ads.txt crawler has found files from over 11,000 urls. However, only 252 of the comScore 1000 publishers have published ads.txt files. The broader the adoption of ads.txt, the faster we’ll be able to help prevent the sale and purchase of counterfeit inventory and foster a fair and safe market for publishers to grow their businesses.

ads text adoption
Number of urls that have posed an ads.txt file globally as found the Google ads.txt crawler

Keeping unsuitable ads off of publisher sites

We've heard from our publishers that they want more options and control to determine the types of ads that appear on their sites from our advertising partners. While we have strict policies on our own platforms to protect publishers and our users from harmful, misleading and inappropriate ads, we are introducing more controls and filters so publishers can make their decisions about what is and what isn't suitable for their brand.

We have released two new controls in DoubleClick that allow publishers to block sensational, tabloid-style ads and ads featuring significant skin exposure from their sites. And we recently made changes to significantly improve the accuracy and quality of our automated creative classification filters. We’ve always had comprehensive controls to help publishers automatically block the types of ads that appear on their sites, and these updates will help publishers fine tune the types of ads that appear alongside their content.

fake ads

Creating a fair and safe marketplace for publishers

Helping publishers create sustainable businesses and continue to grow is core to our mission. That cannot happen without a healthy advertising ecosystem. By helping to stop the sale and purchase of counterfeit inventory, and giving publishers the controls to prevent unsuitable and unsafe ads from appearing next to their content, we hope to make it easier for our partners to succeed. 

Discover more key insights and new product innovations announced at the Partner Leadership Summit with the full collection of articles inspired by the main talks on stage.

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Further reading:

Building a better web for everyone

    The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging — ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web — like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads — taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.

    We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it. 

    New tools for publishers

    The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.

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